Philip Morris International (PMI) is one of the world leaders in the tobacco industry, known for its flagship brand Marlboro. Founded in 1847, the company now operates in more than 180 markets. Recently, PMI announced its intention to turn to « smoke-free world », developing alternatives such as heated tobacco IQOS. However, this strategy is controversial, as the company continues to sell traditional cigarettes while facing legal proceedings for illegal advertising of its new products. In 2023, PMI achieved a significant turnover with its smoke-free products, illustrating its gradual transition to alternatives to conventional tobacco.
