Anti-tobacco campaigners have accused Philip Morris International (PMI) of being duplicitous in claiming it wants to end cigarette sales, pointing to the company's new global “I AM Marlboro” ad campaign as evidence that its priorities may lie elsewhere.

The campaign, which experts say appears designed to attract young people, includes billboards, TV ads, and online content. In the Philippines, roadside stands selling Marlboro cigarettes have run competitions to win scooters or campaign-branded merchandise - because nothing says “I'm quitting smoking” like winning a scooter for buying cigarettes.

An Indonesian television advert shows young adults climbing mountains and rehearsing in a rock band, presumably while chain-smoking. PMI has filed or owns campaign-related trademarks in about 20 countries, including Indonesia, Morocco, Bangladesh, and Germany.

This all comes three years after PMI's chief executive, Jacek Olczak, declared that “cigarettes belong in museums.” Apparently, they also belong in roadside competitions, mountain-climbing montages, and youth-oriented branding.

Mark Hurley, vice-president at the Campaign for Tobacco-Free Kids, said: “You can’t claim that cigarettes belong in a museum while launching a global campaign to make Marlboro cigarettes a core part of how young people see themselves. The campaign exploits young people’s search for identity, belonging and self-expression and ties it to Marlboro cigarettes. For a company that claims to be moving beyond cigarettes, this looks less like a transition and more like doubling down.”

The campaign echoes PMI advertising from over a decade ago using the slogan “Be Marlboro,” which was banned in Germany over concerns it appealed to teenagers. History, it seems, is not repeating so much as it is waving politely from a billboard.

Jorge Alday, director of Stopping Tobacco Organizations and Products (Stop) at Vital Strategies, said: “The ‘I AM’ campaign lays bare the duplicity in Philip Morris International’s claims to want to end cigarette sales. Let’s face the obvious: if the company was serious about ending cigarette sales, it wouldn’t be advertising cigarettes.”

Researchers at the University of Bath noted that the decline in PMI’s cigarette sales has stalled since the company announced its ambition to go smoke-free. Coincidence? The researchers seem to think not.

Lisda Sundari, chair of Indonesia’s Lentera Anak Foundation, said the campaign was highly visible in the country: “What makes it concerning is not only the cigarette branding itself, but the way the campaign connects smoking with identity, self-expression, confidence, belonging and lifestyle. A slogan such as ‘I AM Marlboro’ presents the brand almost as part of someone’s personality or social identity, which can strongly appeal to young people who are still in the process of identity formation.”

She highlighted the role of social media platforms such as YouTube, Instagram, and TikTok, which play “a central role in youth culture and social interaction.” While PMI may state that its marketing is intended only for adult smokers, Sundari noted that “the overall style and messaging of campaigns like this can still strongly attract younger audiences.”

A PMI spokesperson defended the company, saying: “Philip Morris International today is a drastically different company from a decade ago. In Q1 2026, 43% of our net revenues were generated by smoke-free products, compared to essentially zero when we announced our smoke-free future. The fact is our shipments of smoke-free products have increased every year, while over the past 10 years PMI has sold 240bn fewer cigarettes. To be clear, our marketing is restricted to adults and subject to both our own marketing code and legal requirements designed to prevent youth appeal or access.”

The company's marketing code apparently allows for scooter giveaways and rock band montages - as long as nobody under 18 watches them.