Philip Morris launched Foundation to fight tobacco smoking

Philip Morris on Wednesday announces its support for the establishment of the Foundation for a Smoke-Free World. The Foundation will fund research and encourage innovative measures to reduce the harm caused by smoking. It will evaluate the impact that smoke-free alternatives can have on smokers and public health, assess the effect of reduced cigarette consumption on the industry value chain, and measure overall progress towards a smoke-free world.

The Marlboro-maker company, which is trying to kick the cigarette habit in favor of "smoke-free" alternatives, has pledged almost $1 billion to the fight against traditional burn-based smoking.

The foundation will be headed up by Derek Yach, a former World Health Organization (WHO) executive who has been a notable advocate for the switch to e-cigarettes that heat, rather than burn, nicotine-packed substances.

André Calantzopoulos, Chief Executive Officer of PMI, said, “There is a unique opportunity today to significantly change the health trajectories of the millions of men and women who continue to smoke by offering them a better choice. The Foundation is a welcome driver of change, at a time when a smoke-free future is clearly on the horizon. We will welcome its recommendations to accelerate smoker adoption of less harmful alternatives.”

PMI currently expects to support the Foundation by contributing approximately USD 80 million per year, depending on the Foundation's requirements and operations, over the next 12 years, beginning in 2018. This sustained support reflects PMI’s commitment to making a smoke-free world a reality.

The company said its projected contributions depended on the foundation's "requirements and operations."“I’m very cautious," Linda Bauld, Cancer U.K.'s prevention expert, told the Financial Times. "Amongst the transnational companies, PMI has been the most positive about harm reduction but it’s not going to happen quickly and it’s focused in the developed world. I’d prefer research completely independent from industry."

The Campaign for Tobacco-Free Kids president Matthew Myers called Philip Morris' foundation nothing but a smokescreen to divert attention from the company's practices and products. The company's efforts can't be taken seriously as it continues to market cigarettes and fight anti-smoking policies, he said in a statement.

"Until Philip Morris ceases these harmful activities, its claims should be seen as yet another public relations stunt aimed at repairing the company's image and not a serious effort to reduce the death and disease caused by its products," Myers said.