Philip Morris International (PMI) hosted its annual Technovation 2025 event at W Dubai – The Palm, bringing together global experts, policymakers, scientists, and business leaders to discuss how innovation, science, and regulation can accelerate the transition to a smoke-free future.
The event featured key sessions on harm reduction, digital transformation, and consumer advocacy, with PMI executives unveiling new data and strategies supporting the company’s goal to replace all cigarettes with smoke-free alternatives.
PMI CEO: “Society isn’t ready for this shift yet — that’s why we still need to have these conversations.”
Opening the event, PMI CEO Jacek Olczak revealed that 99.5% of PMI’s R&D and 80% of its commercial budget are now focused on developing smoke-free products. So far, 40 million adults globally — including 13 million in Europe — have switched to less harmful alternatives.
Olczak emphasized the role of science and public education in driving behavioral change, noting that many smokers still misunderstand what causes harm. “People think nicotine or paper is to blame — but the science is clear: it’s the smoke that kills,” he said. He added that the company is investing in affordable product options to reach lower-income populations, especially in regions where 80% of the world’s smokers live.
He warned that at the current pace of change, smoking could persist for “another 299 years,” urging policymakers and media to work together to accelerate harm reduction.
From Evidence to Action: Turning Science Into Policy
In a session led by PMI’s Vice President of Communications and Engagement, Tommaso Di Giovanni, and Director of Scientific Engagement, Tomoko Iida, speakers discussed the scientific and regulatory progress made toward harm reduction.
PMI has invested more than $14 billion in R&D, employing over 1,400 scientists across 97 markets. The U.S. FDA’s 2020 authorization of IQOS as a Modified Risk Tobacco Product marked a pivotal moment for the company, formally recognizing its reduced exposure to harmful compounds.
“Public health needs innovative policies,” Di Giovanni said. “When the conditions for change exist — access, acceptance, awareness, and affordability — progress happens faster.”
The panel highlighted real-world success stories from Japan and Sweden, where cigarette sales dropped by 50% and lung cancer incidence reached the lowest in the world, respectively.
Innovation in Focus: Embracing Turbulence and Change
Futurologist Magnus Lindkvist took the stage to discuss how disruption drives innovation. “Turbulence isn’t dangerous — what’s dangerous is using yesterday’s logic,” he said. Lindkvist encouraged organizations to embrace uncertainty as a catalyst for creativity and transformation.
Smoke-Free Products and the UAE’s Regulatory Leadership
Christos Kiritsis, PMI’s Vice President for the Smoke-Free Products Category, showcased the company’s multi-category portfolio, including IQOS ILUMA, ZYN, and VEEV devices, each designed to eliminate combustion and reduce toxic chemical exposure by up to 95%.
“The UAE didn’t just adopt global trends; it helped export them,” said Richa Rustagi, PMI’s Managing Director for the Lower Gulf and Iraq. The UAE was highlighted as the first GCC market to regulate and launch IQOS and one of the first in the region to implement a multi-category approach to smoke-free products.
Scientific Insights: “Nicotine doesn’t cause cancer — burning tobacco does.”
In a powerful address, renowned oncologist Dr. David Khayat reiterated that 95% of cancers are preventable and that the combustion of tobacco, not nicotine, produces carcinogenic smoke. He called for an evidence-based public health strategy rooted in harm reduction, not stigma.
“After 30 years of taxes, warnings, and bans, we must admit: we have failed to stop smoking,” said Dr. Khayat. “Harm reduction is not the enemy of quitting; it’s the bridge that helps people get there.”
Consumers Take the Lead in Advocacy
A panel featuring advocates and economists from the Philippines, South Africa, and Europe discussed the growing role of consumers in driving regulatory change. Speakers urged policymakers to include users in the conversation and for media to report responsibly on the science behind smoke-free alternatives.
“We have the science, we have the technology — what we need is regulation that allows people to use it,” said health economist Frederick Roeder.
Closing Remarks: “Innovation always wins.”
In his closing statement, PMI’s Tommaso Di Giovanni reaffirmed the company’s commitment to a smoke-free future. “Skepticism is healthy — but in the end, innovation always wins,” he said.
PMI’s smoke-free products are now available in more than 90 countries, with over 40 million adult users — 70% of whom have quit cigarettes entirely. Di Giovanni called for unified action among regulators, media, and academia to combat misinformation and accelerate harm reduction.
The event concluded with an interactive exhibition showcasing PMI’s smoke-free portfolio, scientific demonstrations, and virtual reality experiences explaining the technology behind harm reduction.
