Leaked papers lay bare Philip Morris Japan's 'manipulation of science' to woo non-smokers: Report

A bombshell report based on leaked documents of the Philip Morris International (PMI), one of the world’s biggest cigarette corporations, revealed the company’s alleged ‘secret’ strategy to “manufacture widespread acceptance” of its products by “misleading” consumers.

In the paper, published by researchers at the Tobacco Control Research Group at UK’s University of Bath, PMI has been accused of “manipulating science for profit” through funding research and advocacy work with scientists.

Key findings of the paper

As part of the multinational’s marketing strategy to attract new generations of tobacco consumers to its IQOS heated tobacco product (HTP), leaked documents from PMI and its Japanese affiliate reveal plans to target politicians, doctors and the 2020 Tokyo Olympics, the campaigners say.

As per the paper, Philip Morris Japan (PMJ), funded a Kyoto University study into smoking cessation via a third-party research organisation.

PMJ paid about £20,000 ($25,277) a month to FTI-Innovations, a life sciences consultancy run by a Tokyo University professor, for tasks such as promoting PMI’s science and products at academic events.

In one internet email, a PMJ employee claimed they had been told “to keep it a secret”.

The paper, published in the journal Nicotine & Tobacco Research, is based on 24 leaked company documents, dated from between 2012 and 2020.

“These activities resemble known strategies to influence the conduct, publication and reach of science, and conceal scientific activities,” the researchers said.

Dr Sophie Braznell, one of its authors, said: “The manipulation of science for profit harms us all, especially policymakers and consumers trying to make potentially life-changing decisions. It slows down and undermines public health policies, while encouraging the widespread use of harmful products.”

Calling for reforms to the funding and governance of tobacco research “to protect science from vested corporate interests”, Braznell mentioned the leaked documents undermined claims made by PMI to conduct “transparent science”.

Considering that Japan is a launch market for IQOS, Stopping Tobacco Organisations and Products (Stop), a tobacco industry watchdog, said it suspected PMI would apply the blueprint elsewhere.

In a separate report, also based on leaked documents, Stop said PMJ appeared to lobby for IQOS to be permitted in places where smoking was banned.

Groups including medical and hospitality, and Japan’s Fire and Disaster Management Agency were all targeted for endorsements, “which, if secured, could give the appearance of organic, widespread acceptance of IQOS”, Stop said.

Aiming for a presence at the Tokyo Olympics “echoes a known industry tactic of advertising addictive, harmful tobacco products at sports events – associating these products with health, misleading consumers, and reaching children and young people”.

“This revelation adds weight to the mounting evidence questioning the credibility of PMI’s claims about their intentions and their products,” said Jorge Alday, director at Stop.

However, PMI trashed the allegations, calling it “another specious story” aimed at “criticising the company than helping reduce the harm from cigarettes.”

Calling this type of engagement not only “entirely legal and appropriate”, PMI claimed that it is also “essential to the type of inclusive policymaking that will lead to better outcomes for the people affected by those policies.”

(With inputs from agencies)