Global survey highlights strong support for smoke-free alternatives

A new international survey commissioned by Philip Morris International (PMI) has revealed widespread global support for adult smokers to have access to smoke-free alternatives, alongside concerns that public health policies are being driven more by ideology than science.

The study, conducted by research firm Povaddo across nine countries including the UK, found that 78 per cent of respondents agreed adult smokers should have access to better alternatives to cigarettes. Nearly three-quarters (74%) also believe encouraging smokers to switch could help improve public health outcomes.

However, many respondents voiced frustration with current regulatory frameworks. Over three-quarters (76%) said they were concerned that decisions are being made on ideology rather than evidence, while 87 per cent said governments should prioritise science when setting public health policy.

Almost 8 in 10 (78%) would like their governments to first consider the science behind smoke-free alternatives – and how these products have reduced smoking rates in other countries – before imposing restrictions.

This sentiment is particularly pronounced in countries where smoke-free alternatives are banned. In India, 94 per cent of those surveyed want governments to first consider science and international experience before imposing restrictions. In Brazil and Argentina, support stood at 82 per cent and 83 per cent respectively.

“Progress matters. Countries that embrace smoke-free products have seen declines in cigarette sales and smoking rates,” said Jacek Olczak, chief executive of PMI. “There is strong demand globally for governments to adopt fact-based policies that keep pace with innovation and deliver better outcomes for society.”

Among the survey’s other key findings:

• Six in ten respondents (58%) said it is wrong for governments to ban or restrict the sale of less harmful alternatives while allowing cigarettes to remain on the market.
• 61% view the lack of access to smoke-free products in many countries as a public health failure.
• Four in five (80%) believe public health bodies should present all available evidence on smoke-free products rather than selectively highlighting data.
• 77% of respondents outside Sweden think their country should follow Sweden’s smoke-free approach.

PMI estimates that more than 190 million smokers in over 20 countries currently have no legal access to a range of smoke-free products, despite cigarettes remaining widely available. The company argues that in these markets, declines in smoking prevalence have stagnated even amid advertising bans, plain packaging and heavy taxation.

The survey, which questioned more than 9,000 adults aged 21+ across Argentina, Brazil, Germany, India, Italy, Japan, Sweden, the UK and the US, was carried out between 11–17 September 2025.