Philip Morris International: time for a new conversation

In 2015, smoke-free products represented 0·2% of our revenues; by 2018, they had grown to represent 14%.2 To date, about 8 million adult smokers have abandoned cigarettes and switched to our leading heated tobacco product.3 All of this has been achieved without any worrisome levels of use among non-smokers, particularly youth.4 We are laser-focused on our vision to responsibly replace cigarettes. Today, adult smokers are confused about the relative risks of tobacco products.6 Journals like The Lancet can play an important role in helping to correct this confusion. Instead of criticising us, we invite you to scrutinise our research findings—as the US Food and Drug Administration and many other government and independent research groups are—and to focus on bringing truthful information to adult smokers to help guide their choices and improve public health.