Philip Morris International (PMI) U.S. has introduced a new initiative called the “Invested in Responsibility” campaign, aimed at preventing underage access to nicotine products. The company emphasizes that no one under 21 should use these products and outlines a 10-point plan focused on measures such as retailer training, improved ID-check technology, and marketing strategies targeted only at adults.
The campaign highlights collaboration among manufacturers, retailers, lawmakers, and community leaders as essential to achieving youth access prevention. PMI U.S. notes that retailers in Texas are contributing by consistently checking IDs for customers appearing under 30 and refusing straw purchases. According to PMI U.S., this collective effort demonstrates the commitment of both industry leaders and local stores to protecting young people.
A statement from PMI U.S. reads: “No one under the age of 21 should use such products, period. That’s why we recently launched our new ‘Invested in Responsibility’ campaign.”
The company also points out that approximately 28 million adults in the United States continue to smoke and many seek alternatives to traditional cigarettes. PMI U.S. argues that scientifically substantiated smoke-free products present less harmful options for adult smokers attempting to switch but are often impacted by regulations like flavor bans or increased taxes on all nicotine products without distinction.
“Take flavor bans, for example. In practice, they often remove less harmful, smoke-free options from the marketplace that adults rely on to transition away from cigarettes,” the company stated.
PMI U.S. advocates for policies that balance youth prevention with maintaining access for legal-age adults seeking alternatives: “At PMI U.S., our approach takes a more balanced view. It supports practical retail measures to prevent youth use while still supporting access for legal-age adult smokers who are trying to switch.”
In Austin and across Texas, PMI U.S. says it will continue working with retailers to support efforts aimed at keeping nicotine away from minors while helping adults make informed choices about their health.
