At Technovation, science takes centre stage, playing a crucial role in the evolving landscape of tobacco alternatives. Philip Morris International (PMI) recently hosted its ninth Technovation event ‘30 years of innovation, 10 years of progress at the Cube, its R&D centre in Neuchâtel, Switzerland. In this context, PMI’s Chief Communications Officer, Dr. Moira Gilchrist, shares her perspective on the critical role of science & technology in driving PMI's commitment to a smoke-free future.

1. What made you choose PMI & tobacco as a sector, given your rich experience in pharmacy & medicine

I was a consultant in the pharmaceutical industry, helping companies evolve their operations. One day, our consulting firm was approached by PMI. They wanted our expertise to build a science strategy akin to that of a pharmaceutical company rather than a tobacco one. Initially, we were puzzled.

We traveled to meet PMI’s R&D head in 2005. I was captivated by their idea to create products for adult smokers that are less risky than smoking. The organization recognized that science would need to be rigorous and capable of withstanding regulatory scrutiny. Switching from pharma to tobacco was a tough decision, but as a scientist and ex-smoker, the opportunity to play a role in building a smoke-free future was too important to ignore.

2. PMI’s transformation journey is looked at with much skepticism - is this science & innovation or just a diversified business strategy?

I am a firm believer that science should be front and center in policymaking, business, and everyday life, as it can help make significant strides in our collective efforts to address the world's most pressing problems.

Research and innovation underpin our vision of a smoke-free future. We set ourselves the highest standards and our scientific methods are inspired by the pharmaceutical industry. Our vision is to offer adult smokers who don’t quit a better choice than continued smoking and to transform for good.

Quitting tobacco and nicotine products altogether is the best thing a smoker can do for their health. However, we understand that many will not. This is what guides our approach at PMI. Right from the outset, I sensed the company’s determination to bring positive change in the lives of its consumers and industry overall.

3. In India and the world over there is a lot of ambiguity towards safer alternatives, can you explain the difference between cigarettes and alternatives such as e-cigarettes, HTPs, etc?

Let’s take a step back and address the common misconception that nicotine causes cancer. Nicotine is primarily associated with tobacco. However, it is important to understand Nicotine while addictive, is not a major cause of smoking-related diseases. It is the burning/ combustion of tobacco that releases harmful toxins leading to smoking-related diseases. Safer alternatives like Heated Tobacco Products (HTPs), and e-cigarettes eliminate combustion, hence reducing the levels of harmful components significantly by up to 95%. This has also been testified by Public Health England (PHE), the US Food and Drug Administration (FDA), and the UK’s National Health System (NHS).

E-cigarettes heat a liquid solution containing nicotine, by contrast, HTP is an electronic device that heats tobacco releasing nicotine without combustion. In comparison, burning/smoking a cigarette generates high temperatures and a complex mixture of more than 6000 harmful chemicals and carcinogenic particles that are taken in, causing smoking-related diseases.

4. With scientific advancements like these, there’s a concern especially in India that the uninitiated are likely to gravitate towards consumption of these alternatives. What is your view?

Creating a favorable legislative environment and building public awareness about safer alternatives can help prevent the uninitiated from accessing these products while still making them available for adults in a regulated environment, encouraging them to switch. This stands true for countries like Japan, the United States, the United Kingdom, New Zealand, Sweden, Poland, the Philippines, Russia, Canada, Czech Republic.

Over the last 10 years, the introduction of alternatives in Japan has led to a double-digit fall in cigarette sales. With 41% lower cancer rates and a 5.6% smoking rate, Sweden continues to adopt policies to lower duties on these alternatives. Britain announced a ‘swap to stop’ scheme to encourage smokers to switch to safer alternatives. New Zealand’s smoking rate has halved in just five years due to the widespread acceptance and use of alternatives.

In the United States, the FDA has long recognized the reduced-risk alternatives to smoking. Poland has recently brought in a legislative proposal that defines HTPs as an acceptable product that would be regulated in the country.

The Philippines became the first Southeast Asian country to enact comprehensive vape regulations in 2022, covering safer alternatives for adult consumers.

The harmonious blend of progressive policies, public awareness, and harm-reduction strategies has led to a decline in smoking rates. Learning from global success stories and adapting these strategies, India could make significant strides in tobacco harm reduction.

Disclaimer: Content Produced by Manas Tiwari - Technology Editor at Times Network