Claims by tobacco giant Philip Morris, the US company behind brands including Marlboro, that conventional cigarettes could become a thing of the past have been met with scepticism.
There will come a moment in time where we ... start envisaging – together with governments – a phase-out period for cigarettes
Speaking as he launched a new product that the firm claims is less harmful than traditional smoking, chief executive André Calantzopoulos predicted a “phase-out period” for cigarettes.
He said the company’s new iQos product, which heats tobacco but does not burn it, releases fewer toxins and is capable of replacing regular cigarettes in the long term.
“I believe that there will come a moment in time where we have sufficient adoption of this alternative product and sufficient awareness to start envisaging – together with governments – a phase-out period for cigarettes,” he told BBC Radio 4’s Today programme. “I hope this time will come soon.”
Philip Morris, the largest tobacco firm outside China, has invested US$3 billion in the iQos, which differs from vaporisers or e-cigarettes that heat a liquid containing nicotine.
The firm’s prediction of a future without cigarettes came as the UK court of appeal ruled that plans to remove distinctive branding from packs will go ahead.
But campaigners and industry analysts cast doubt on the chances of cigarettes being banished, either by e-cigarettes or other replacement products such as the iQos.
Deborah Arnott, chief executive of anti-smoking group Ash, said: “Philip Morris claims to be moving towards a post-smoking future but, like other tobacco companies, it is still actively promoting smoking around the world, using methods that would be illegal in the UK.”