The European Union, long seen as a global leader in tobacco control, quietly took steps that aided Philip Morris International (PMI) in efforts to soften restrictions on its products in at least 10 non-EU countries, according to documents obtained by The Examination and POLITICO.
The records, released following public information requests by French anti-tobacco group Contre-Feu, show that European Commission officials met PMI representatives at least six times between September 2022 and 2024. The company’s aim was to encourage the EU to intervene on tobacco taxes and regulatory barriers affecting its heated tobacco device IQOS, a cornerstone of the firm’s global expansion strategy.
The Commission took concrete action on at least three occasions that aligned with PMI’s requests. Officials published a notice suggesting that Mexico’s ban on new nicotine products could constitute a barrier to free trade. They queried Turkish officials about a rule requiring cigarettes to contain a minimum proportion of domestically grown tobacco. They also flagged Turkey’s local content rule and cigarette tax rate as issues in a high-level internal report on ties between Ankara and Brussels.
PMI viewed the EU’s actions favourably. “The Commission’s actions regarding Turkey were of great help for us,” a company representative wrote to Commission staff, adding thanks for the steps taken.
Potential breach of global tobacco treaty
None of the meetings were disclosed publicly, despite guidelines under the World Health Organisation’s Framework Convention on Tobacco Control (FCTC), which require governments to limit interactions with the tobacco industry and publish them when they occur. Both the EU and its member states are signatories to the treaty.
“The fact that EU officials acted upon PMI’s requests signals a troubling willingness to give the tobacco industry privileged access. That is precisely what the FCTC was designed to prevent,” said Green MEP Tilly Metz. “It undermines public trust and the EU’s credibility as a global leader in tobacco control.”
A Commission spokesperson rejected any suggestion of impropriety, saying the institution “strictly follows” FCTC guidelines. Tobacco products fall under trade policy, the spokesperson said, noting that companies may raise market access concerns and the Commission may meet them “strictly related to trade facilitation and market access.” The spokesperson added that the Commission does not shape or lobby for specific health policies in other countries on behalf of any industry.
Divisions among EU lawmakers
MEPs appear split over whether the interactions breached ethical boundaries.
Former EU Health Commissioner Vytenis Andriukaitis said the Commission “cannot represent the interests of tobacco companies” or pressure foreign governments to weaken tobacco controls. Barry Andrews of Renew Europe echoed the concern, saying the “regular meetings with big tobacco lobbyists and the flurry of emails should not have happened.”
However, Stine Bosse, also of Renew Europe, said the tobacco industry has a right to employ lobbyists, even if she personally opposes its goals. “Morally, I stand in a very different place,” she said.
PMI did not respond to questions from The Examination and POLITICO. On its website, the company states it engages policymakers on what it calls less harmful alternatives to cigarettes, as well as trade, fiscal and intellectual property matters.
Impact uncertain, but health experts warn of risks
There is no evidence that any of the ten targeted countries changed their regulations following the EU’s involvement. Public health experts remain cautious about heated tobacco products such as IQOS, noting that while they emit fewer toxicants than traditional cigarettes, the long-term effects are still unknown and could increase nicotine addiction.
The revelations are particularly striking because the EU has often positioned itself as one of the strongest defenders of global anti-smoking efforts. For health advocates, the undisclosed interactions point to a tension between trade policy and public health that could test the EU’s credibility on tobacco control for years to come.