TRANSFORMATION OF HABIT

For many decades, the fight against smoking has been based primarily on prohibitive measures, tax increases, and information campaigns. However, rapid technological development and changing consumer habits are gradually shaping a new agenda centered around the concept of harm reduction.

This topic was the focus of the international conference Technovation Smoke-Free 2026, organized by Philip Morris International (PMI) and held in Stockholm. The event brought together scientists, regulators, business representatives, and public health experts to discuss the future of the nicotine market and the role of innovation in reducing smoking prevalence.

The Swedish phenomenon

The event, held at Fotografiska, a renowned museum of photography and contemporary art, was built around the idea of a future in which traditional cigarettes are considered products of the past. At the end of the conference, organizers symbolically presented a museum exhibition of cigarettes to illustrate their vision of a smoke-free future.

It is worth noting that Sweden as the venue was highly symbolic – this country currently demonstrates one of the lowest smoking rates in the world. Its experience is increasingly seen as a practical example of how a combination of technology, regulation, and consumer choice can transform public health outcomes.

The reason is that the country has almost reached what the World Health Organization considers a “smoke-free threshold” – today only about 5.4% of the population smokes.

Conference participants repeatedly described Sweden as a “living laboratory” for tobacco harm reduction. According to many experts, the key factor behind this success has not only been traditional restrictions and prevention programs. The widespread adoption of smoke-free alternatives has also played a significant role.

Notably, the results are reflected not only in tobacco consumption statistics but also in public health indicators. According to the data presented at the event, smoking-related mortality in Sweden is nearly 40% lower than the European Union average. Moreover, Swedish men show some of the lowest rates of smoking-related diseases in Europe.

Special attention during discussions was given to regulation. Many participants emphasized the need to consider the relative risk levels of different product categories. Essentially, this implies a shift from a universal approach to a more differentiated regulatory model that reflects real differences between cigarettes and smoke-free alternatives.

Such an approach remains controversial among both experts and regulators. Nevertheless, the Swedish experience is increasingly used by supporters of harm reduction as one of the most convincing arguments for revising traditional approaches to tobacco control.

Regulation instead of bans

One of the most debated topics at the conference was the role of governments in regulating the nicotine market, where the interests of public health, business, and consumers intersect.

Supporters of harm reduction argue that excessively strict restrictions can lead to the opposite effect. During the discussions, it was repeatedly noted that outright bans may stimulate the growth of illegal markets, increase counterfeit products, and sustain demand for traditional cigarettes.

At the same time, participants emphasized that smoke-free products are not completely safe. They are not intended for non-smokers or minors. Therefore, nearly all experts stressed the importance of strict age controls, transparent quality standards, and effective market regulation.

Interestingly, these discussions took place on the eve of World No Tobacco Day, celebrated annually on May 31 at the initiative of the WHO. According to the organization, tobacco use causes more than 7 million deaths each year. These statistics serve as a reminder that, regardless of technological innovation, the primary goal remains reducing smoking and related diseases.

This issue is also relevant for Azerbaijan. The country’s accession to the WHO Framework Convention on Tobacco Control, as well as the adoption of the law “On Restriction of Use of Tobacco Products,” have been important steps in building a modern regulatory system. At the same time, experts point out that the question of how to incorporate new categories of nicotine products into national public health policy will inevitably arise in the future.

Innovation as a strategy

Given the global shift in perspectives on achieving a smoke-free future, governments and major market players are adjusting their strategies. While the tobacco industry was previously associated exclusively with cigarette production, today the largest international companies are transforming their business models.

One of the most prominent examples is PMI. According to the data presented, since 2008 the company has invested more than $16 billion in the development of alternative tobacco and nicotine products.

Speaking at the conference, PMI’s Vice President for Communications and Engagement, Tommaso Di Giovanni, framed the key question for the industry:
“Why are we not innovating as actively in tobacco and nicotine? What is stopping us?”

He added that the main harm from smoking is associated with the process of combustion. When a product does not burn, it does not produce the high concentrations of toxic substances found in cigarette smoke.

Particularly notable was the acknowledgment of how radical the company’s shift away from its traditional business model has been. As Di Giovanni stated, “A tobacco company that became successful thanks to cigarettes has publicly declared that its goal is to replace the product that made it successful.”

In other words, this is not merely about launching new products, but about a profound structural transformation of the industry. According to the PMI representative, today 99.7% of the company’s research and development budget is devoted specifically to smoke-free products.

Nevertheless, company representatives acknowledge that the process is far from complete.
“More than one billion people worldwide still smoke. There is still a huge amount of work to be done,” Di Giovanni said, adding that the ultimate goal is a future in which cigarettes exist only in museums.

Participants of Technovation, however, agreed that this goal is achievable, provided that scientific research in this area continues and innovative solutions are implemented more actively.