The lobbying of the biggest tobacco company on the planet to promote its alternatives to cigarettes has fizzled out. The French subsidiary of the tobacco company Philip Morris was condemned, Friday, December 3, by the Paris criminal court to pay a fine of 75,000 euros for “illegal advertising” concerning its IQOS heated tobacco device.
Philip Morris France and Philip Morris Products will also have to pay 50,000 euros in damages to two anti-tobacco associations that were suing them – the National Committee against smoking (CNCT) and Demain sera non smoker (DNF) – considering that both companies were breaking the law on tobacco products by promoting IQOS devices.
This small electronic box, marketed in France since 2017, works with tobacco refills mixed with glycerin. Its technology prevents the combustion of tobacco. Philip Morris boasts that his product is “Less harmful” than conventional cigarettes because it does not generate tar, but no independent study has confirmed this reduction in the risk associated with its use.
Philip Morris intends to appeal
At the hearing on September 23, the company argued that it was necessary to “The distinction between the electronic device and its refills” and that the first being “Not a tobacco product”, advertising for this product “Was therefore not subject to the regulations relating to tobacco products”.
“It is the failure of an entire industrial strategy” for one of the main cigarette manufacturers, commented to Agence France-Presse (AFP) Hugo Lévy, lawyer of the CNCT, on the announcement of the judgment, welcoming that the judges are not “Not fallen for the trap” of the tobacco company’s argument.
“We take note of today’s decision and are studying the possibility of appealing this decision”, reacted Jeanne Pollès, president of Philip Morris France. “We maintain that the allegations raised by the CNCT are unfounded. We hope that the final outcome of the case will recognize the legality of our commercial practices of our alternative product which heats tobacco instead of burning it ”, she added.