Philip Morris International (PMI) has been criticised for displaying its Iqos products in a manner that is easily visible to children and non-smokers.

Hazel Cheesman, chief executive of Action on Smoking and Health, raised concerns over PMI’s marketing tactics during the Big Tobacco vs The Evidence briefing on 30 April.

Cheesman cited a personal example of an Iqos promotional video being played at a supermarket point of sale, located close to her two children, both under the age of ten.

She said: “What Philip Morris will say is that the way they’re marketing this product is towards smokers, it’s not about getting people in general to engage and use their product.

“However, their promotion is very indiscriminate and can certainly be seen by children.”

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According to Cheesman, public awareness and use of heated tobacco products has grown significantly due to such marketing strategies.

“In 2019 the British population were aware of heated tobacco products, and this has gone up to close to 30% in 2025 and to illustrate the fact this is clearly indiscriminate about half of those reporting being aware of the products were never smokers,” she added.

Her comments come as the Tobacco and Vapes Bill makes its way through the House of Lords. The bill proposes making it illegal for anyone born on or after 1 January 2009 to purchase tobacco products, increasing the legal age of sale each year.

It also includes proposed restrictions on vape display, packaging and promotion.

A spokesperson for Philip Morris Limited said: “We are committed to deliver a smoke-free future. We endeavour to support adults who smoke with access to – and accurate information about – smoke-free products. 

“We have helped millions of adults who smoke to leave cigarettes behind – including hundreds of thousands in the UK. This has been achieved through activities that comply with all applicable laws and regulations. In some cases, our own marketing guidelines exceed these regulations.”

The spokesperson added that PMI and independent institutions worldwide have released studies confirming there is “very low use” of IQS or other heated tobacco products by adults who don’t already use tobacco/nicotine products and minors.

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