Survey Reveals Robust Public Support for Better Alternatives to Help Reduce Smoking

Eight in 10 adults agree that adult smokers should have access to smoke-free options, while 76% worry that decisions are based on ideology rather than science and facts

A new international survey conducted by Povaddo and commissioned by Philip Morris International Inc. (NYSE: PM) reveals strong global support for smoke-free alternatives to cigarettes and growing worries about how public health decisions are made.

The survey found that 78% of respondents agree that adult smokers in all countries should have access to better alternatives to continued smoking. Approximately three-quarters (74%) believe that encouraging people who smoke to switch to these products can help improve public health.

Alarmingly, current policies in many countries stand in the way of allowing legal-age adults to switch to scientifically substantiated better alternatives. Approximately three-quarters of respondents (76%) expressed concern that decisions are being made based on ideology rather than science and facts. Almost 8 in 10 (78%) would like their governments to first consider the science behind smoke-free alternatives—and how these products have reduced smoking rates in other countries—before imposing restrictions. This sentiment is particularly strong in countries where all or some of these products are banned, including Argentina (83%), Brazil (82%) and India (94%).

“Progress matters. Countries that embrace smoke-free products have seen declines in cigarette sales and smoking rates,” said Jacek Olczak, Chief Executive Officer of Philip Morris International. “There is strong demand globally for governments to adopt fact-based policies that keep pace with innovation and deliver better outcomes for society.”

Key findings

• Around three-quarters of the survey respondents (76%) are very or somewhat concerned that decisions are being made based on ideology instead of science and facts.
• Nearly 9 in 10 (87%) say it is very or somewhat important for governments to make public health decisions based on science instead of ideology.
• Six in 10 (58%) agree it is wrong for governments to ban or severely restrict the sale of less harmful alternatives while cigarette sales remain legal. Agreement in countries that have banned all or some smoke-free products stands at: Argentina (61%), Brazil (61%), and India (73%).
• Six in 10 (61%) also agree it is a public health failure that 29% of the global adult population lives in a country where all or some smoke-free alternatives are banned.
• Four in five (80%) believe public health organizations have a responsibility to share all available evidence on smoke-free alternatives rather than selectively citing data.
• Just over three-quarters (77%) of respondents outside Sweden think their country should follow Sweden’s approach to smoke-free alternatives.
• More than 8 in 10 (82%) legal-age smokers in countries where all or some smoke-free products are banned would like the opportunity to buy them legally.

Today, more than 190 million smokers¹ in more than 20 countries—nearly one in five globally—have no legal access to a range of smoke-free products, even though cigarettes—the most harmful way to consume nicotine—remain widely available. In many of these countries declines in smoking rates have stagnated despite advertising bans, high excise taxes, plain packaging, and a complete flavor ban on cigarettes.

Find out more here: https://www.pmi.com/progressmatters

About the Study

Povaddo fielded the survey among adults aged 21 and older between September 11 and 17, 2025, in 9 countries: Argentina, Brazil, Germany, India, Italy, Japan, Sweden, the United Kingdom, and the United States. The sample size was 9,040 (approximately 1,000 per country).

Philip Morris International: A Global Smoke-Free Champion

Philip Morris International is a leading international consumer goods company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company’s current product portfolio primarily consists of cigarettes and smoke-free products, including heat-not-burn, nicotine pouch, and e-vapor products. As of June 30, 2025, our smoke-free products were available for sale in 97 markets, and PMI estimates they were used by over 41 million legal-age consumers around the world, many of whom have moved away from cigarettes or significantly reduced their consumption. The smoke-free business accounted for 41% of PMI’s first-half 2025 total net revenues. Since 2008, PMI has invested over $14 billion to develop, scientifically substantiate, and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies. Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches, and versions of PMI’s IQOS devices and consumables—the first-ever such authorizations in their respective categories. Versions of IQOS devices and consumablesand General snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness and healthcare areas and aims to enhance life through the delivery of seamless health experiences. References to “PMI,” “we,” “our,” and “us” mean Philip Morris International Inc. and its subsidiaries. For more information, please visit www.pmi.com and www.pmiscience.com.

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