Responsible Marketing

Responsible

Marketing

Our Commitment to Responsible
Marketing and Youth Access Prevention


At PMI U.S., we are deeply committed to preventing access to nicotine products by individuals under the age of 21.
No one below the legal age should use nicotine in any form, and we commit to that clearly in our marketing guidelines. 

 

We follow all laws and regulations related to marketing our products, including post-market FDA requirements for the authorizations we hold. Our marketing is directed toward the 45+ million existing nicotine consumers aged 21+ in the U.S., including the ~30 million adults who continue to smoke combustible cigarettes. Our product websites require users to verify their age before viewing. Our U.S. brands never pay social media influencers to endorse our products—even when they ask us. We can’t control when people put our products on their social media feeds, but when we see inappropriate content, we flag issues directly with the social media platform.  

CEO, PMI U.S.

Stacey Kennedy

PMI U.S. has a longstanding commitment to responsibly market our products only to adult nicotine consumers aged 21 and older. Our 10-point approach is designed to help prevent underage access to tobacco and nicotine products. Underage prevention is a shared responsibility, and we all have a role to play.

Stacey Kennedy
Nicotine is Only for Adults 21+
PMI U.S. Marketing Commitments
from our 10-point Approach Include: 
 
 
  • We direct our marketing of products to those aged 21 and over. 
  • We limit our own social media presence to platforms that enable age-restricted controls.
  • We require that our advertising features only individuals aged 35 or older.
  • We do not pay social media influencers to endorse our products.
  • We enforce rigorous online age verification (21+) for our branded websites. 
FDA Applications Require Review of Product's Potential for 
Underage Appeal, as well as Marketing and Sales Plans and Labeling

 

We comply with all post-market requirements of FDA authorization, including but not limited to:

 

  • 30-day Advance Submission / Annual Reports of all marketing, labeling and promotional materials and plans. 
  • Independent Age-Verification for all owned digital media.
FDA