Philip Morris Malaysia Marks Three Years Of Its Smoke-Free Journey

Innovation and science in PMI’s HeatControl technology through smoke-free alternatives has resulted in more adult smokers switching to better alternatives

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Philip Morris (Malaysia) Sdn Bhd (PMM), an affiliate of Philip Morris International (PMI), is celebrating the third anniversary of its business transformation towards a smoke-free future in Malaysia. PMM launched IQOS, PMI’s most advanced tobacco heating system that uses HeatControl technology, in 2018.  

As of September 30, there were an estimated 115,000 total IQOS users in Malaysia. This is equivalent to 2% of the total smoking population in Malaysia.

In just three years, we have been steadily progressing towards our smoke-free vision in Malaysia, with business expansion as well as providing avenues for adult smokers who would otherwise continue to smoke to switch to better alternatives.

Despite an increasingly challenging  environment due to the impact of the global pandemic, we at PMM remain committed to creating a smoke-free future – a future where cigarettes are replaced by science-based smoke-free alternatives as soon as possible.

Naeem Shahab Khan, Managing Director of PMM.

PMM, with its distribution and retail partner, has opened 29 IQOS Authorised Centres (IAC) throughout Malaysia, including Sabah and Sarawak, where adult consumers can access professional customer care, education and guidance, and purchase IQOS devices and accessories. PMM strictly maintains that IQOS is not for youth, non-smokers, or former smokers.  All IACs throughout Malaysia strictly comply with PMI’s Good Conversion Practices and enforce age verification and control measures before sharing information about IQOS with adult consumers.

Our most advanced smoke-free product, IQOS, has the potential to present less risk of harm to adult smokers. The IQOS device is designed to heat tobacco without burning, and as a result, IQOS produces an average 95% reduction in the levels of Harmful and Potentially Harmful Chemicals (HPHCs) compared to cigarettes, making IQOS a better alternative for adults who would otherwise continue to smoke.

Through disruptive thinking, robust science and years of R&D experience behind our smoke-free platforms, it becomes vital for us to communicate the facts and science about better alternatives for the benefit of adult smokers, the public health, and society as a whole.

Without question, the best decision any smoker can make is to quit tobacco and nicotine use altogether, however, adult smokers who don’t quit should be given access to accurate information about better alternatives in order to make an informed choice.

As we’re entering the next phase of this chapter, we remain committed to achieving our smoke-free vision. I’m excited for the years to come and believe that smoke-free alternatives will one day replace cigarettes.

Naeem Shahab Khan, Managing Director of PMM.

PMI is leading a transformation in the tobacco industry to create a smoke-free future and ultimately replace cigarettes with smoke-free products to the benefit of adult smokers who would otherwise continue to smoke.  To date, PMI has invested more than USD 8.1 billion[3] in science and research to develop smoke-free alternatives.

The science behind this innovation and its harm reduction potential has been verified by a growing number of independent studies conducted by renowned public health institutions. More than 425 peer-reviewed publications and 10 clinical studies have been conducted and the totality of scientific evidence to date demonstrates that switching completely to IQOS is a better choice for adults who would otherwise continue smoking.

Approximately 14.9 million[4] adult smokers around the world have already completely stopped smoking and switched to Philip Morris International smoke-free products, which is available for sale in 70 markets in key cities or nationwide. Malaysia was the 44th market to commercialize IQOS.

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