The largest and arguably most manipulative of the Big Tobacco firms has been up to its old tricks again. Philip Morris International (PMI’s) has run a series of publicity stunts in recent times to try and pull the wool over the eyes of those who have seen the company knowingly provide death causing products to the masses. The latest embarrassing attempt at appearing to be socially responsible, involves the NHS and is particularly disgraceful, according to leading public health experts.
In an apparent bid to help NHS staff quit smoking, the tobacco giant proposed the following.
“To support the 70th anniversary of the NHS, we are keen to work with you to help the 73,000 NHS employees who currently smoke, to quit cigarettes. This would be a collaborative campaign: you would provide cessation advice for quitting nicotine altogether, and for smokers who do not quit we can help them switch to smoke-free alternatives.”
As PMI representatives undoubtedly know, this is blatantly against the WHO framework. Said guidance states:
“Parties should not accept, support or endorse partnerships and non-binding or non-enforceable agreements as well as any voluntary arrangement with the tobacco industry or any entity or person working to further its interests.”
Unsurprisingly, health experts have been less convinced by this stunt from PMI.
Experts’ reaction
Steve Brine, Public Health Minister described the actions as ‘entirely inappropriate as he said:
“Our aim to make our NHS – and our next generation – smoke-free must be completely separate from the commercial and vested interests of the tobacco industry,”
“Philip Morris International will be well aware that its actions are entirely inappropriate and we will be contacting all NHS trusts to remind them of their obligations.”
He reiterated this point in the House of Commons during a debate on the Tobacco Control Plan recently.
Conservative MP, Bob Blackman shared Brine’s views as he stated: “They have the cheek to say they want to support the 70th anniversary of the NHS, but it’s clearly just a commercial opportunity to use the NHS to promote their heated tobacco products.”
While the smoking rate of NHS staff is an issue which should be tackled, fortunately the majority are in agreement that the source of the original issue should not be the ones trusted with providing the solution.
Prof Jane Dacre, Royal College of Physicians (RCP) president agreed. “We are deeply suspicious of the motives of Philip Morris International in their opportunistic attempt to become involved in smoking cessation in hospitals. The NHS needs to be much better at helping patients going to hospital to give up smoking, but it shouldn’t accept help from the tobacco industry.
“The best way Philip Morris could help people stop smoking is to stop making cigarettes altogether.”
Deborah Arnott, CEO of ASH did not hold back with her comments as she said. “This is a disgraceful PR stunt. PMI is pretending partnership would benefit the NHS, when actually it would give them a massive commercial advantage. They could promote their own harm-reduction products as NHS-endorsed.”
It’s Not the first time…
It is not the first time PMI has pulled stunts like this. Last year, the tobacco firm funded a foundation for a smoke-free world. They pledged $1billion to a campaign which supposedly aims to create a ‘smoke-free world’. This scheme was also slammed by anti-tobacco campaigners who refused to be manipulated by PMI.
Not only are the recent actions of PMI unconvincing, another advertising campaign of theirs is illegal. Adverts of its heated tobacco products are unlawful according to Public Health England.
PMI has been supplying newsagents across Britain with window posters promoting its IQOS product. This is in breach tobacco and related products advertising regulations.
Steve Brine said “We have been explicit that the promotion of tobacco products is unlawful – as my letter to Phillip Morris International makes abundantly clear.”
It’s concerning to see PMI continuing to throw their weight about however the reaction from experts is encouraging. They’re clearly not convinced by PMI’s stunts and are being shown that money and power doesn’t trump all.