Philip Morris International (PMI) has urged European Commission President Ursula von der Leyen to include the tobacco sector in discussions on EU competitiveness ahead of planned revisions to tobacco legislation, according to Tobacco Journal.

In a letter sent in March, PMI called for a “fair, transparent and science-based dialogue” on upcoming changes to the Tobacco Excise Directive and Tobacco Products Directive. The company said policymakers should consider the sector’s contribution to employment, innovation and economic growth, noting that it supports more than 2.1 million jobs across the EU.

Industry and Health Groups Clash

PMI argued that regulations should distinguish between cigarettes and alternative nicotine products such as e-cigarettes and heated tobacco products. The company said it is working to replace cigarettes with smoke-free alternatives.

The tobacco company also linked regulatory policy to illicit trade, reporting that more than 52 billion illegal cigarettes were consumed in Europe in 2024.

Public Health Concerns

Public health organisations have rejected PMI’s position, arguing that the legislative review should prioritise health outcomes over industry interests. Advocacy groups point out that tobacco use causes more than 700,000 deaths annually across Europe and have called for stricter regulations in line with WHO recommendations.

The European Commission has not yet publicly responded to PMI’s request.