Anti-Tobacco Groups Criticise Marlboro’s ‘I AM’ Advertising Campaign

Anti-tobacco campaigners and public health advocates have criticised a new global advertising campaign for Marlboro by Philip Morris International (PMI), accusing the company of contradicting its public messaging around reducing cigarette sales and moving towards smoke-free alternatives.

According to a report by the Guardian, the campaign, titled “I AM Marlboro,” includes billboards, television advertisements and digital content across multiple countries. According to critics, the campaign appears designed to appeal to younger audiences through themes linked to identity, confidence, belonging and lifestyle.

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Campaign Faces Youth Appeal Criticism:

In the Philippines, roadside stalls selling Marlboro cigarettes reportedly ran competitions allowing consumers to win scooters and campaign-branded merchandise through cigarette purchases.

An Indonesian television advertisement reportedly showed young adults climbing mountains and rehearsing with a rock band, reinforcing what campaigners described as youth-oriented lifestyle messaging.

According to reports, PMI has filed or owns campaign-related trademarks in nearly 20 countries, including Indonesia, Morocco, Bangladesh and Germany.

The criticism comes despite comments previously made by PMI chief executive Jacek Olczak, who stated three years ago that “cigarettes belong in museums” while promoting the company’s transition towards alternatives such as vaping products.

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Critics Question Smoke-Free Messaging:

Commenting on the campaign, Mark Hurley said the company’s advertising contradicted its public positioning.

“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,” Hurley said.

He added that the campaign appeared to connect smoking with self-expression and social identity among younger audiences.

The campaign has also drawn comparisons to PMI’s earlier “Be Marlboro” advertising campaign, which was banned in Germany over concerns that it appealed to teenagers.

Jorge Alday said the campaign exposed contradictions in PMI’s smoke-free claims.

Meanwhile, Lisda Sundari said the campaign was highly visible in Indonesia and raised concerns because of its emphasis on confidence, identity and belonging.

She added that social media platforms such as YouTube, Instagram and TikTok play a major role in youth culture, making such messaging potentially more influential among younger audiences.

Researchers at the University of Bath reportedly noted that the decline in PMI’s cigarette sales had stalled since the company announced its ambition to become smoke-free.

In response, PMI said the company today is significantly different from a decade ago. A spokesperson stated that 43% of PMI’s net revenues in the first quarter of 2026 came from smoke-free products, while cigarette shipments had declined by 240 billion units over the past 10 years.

The debate highlights growing scrutiny around how tobacco companies continue marketing cigarette brands while simultaneously promoting smoke-free transition narratives.