UK
The UK branch of Philip Morris International (PMI) launched its “Hold My Light” anti-smoking campaign with ads in several newspapers late October.
The idea of the campaign is a 30-day challenge based on a pledge between a smoker and their supporters. The campaign is said to be a “new way to give up cigarettes,” and links to a website where smokers can create a profile and have friends commit to help them quit. People who sign up agree to have PMI contact them about its Smoke-Free Future program.
The campaign launch has been met with criticism from Charity Cancer Research UK. George Butterworth, Charity’s tobacco policy manager, said, “This is a staggering hypocrisy from a tobacco company to promote its own smoking cessation products in the UK. while continuing to promote tobacco cigarettes across the world.”
“The best way Philip Morris could help people to stop smoking is to stop making cigarettes,” he said.
Peter Nixon, Philip Morris Limited managing director, said, “There are more options than ever before for smokers to give up cigarettes but often they don’t realize that alternatives, like e-cigarettes and heated tobacco, are a better choice than continuing to smoke.”
“Our research has shown that smokers want personal support from friends and family if they are to give up cigarettes - and that is what [the campaign] is designed to offer,” said Nixon.