Tobacco Company to switch to E-cigarettes and Novel Tobacco products.
Our objective and my personal ambition is that these reduced-risk products will overtake combustible cigarettes as soon as possible. And thats clearly what were pursuing,” said Andre Calantzopoulos, CEO of Phillip Morris International (PMI).
Despite impending draconian electronic cigarette regulations on both sides of the Atlantic, it appears that the tobacco companies are getting ready to cash in on e-cigarettes.
Phillip Morris, one of the Tobacco Giants has its eyes on expanding its e-cigarette and heat not burn range of products, building them up to be at least 15% of the Phillip Morris Portfolio over the next 10 years.
Followers of the regulatory process will be aware that the Tobacco Products Directive (TPD) currently hands the e-cigarette industry over to the tobacco industry, indeed Calantzopoulos said, Its a very exciting moment actually when discussing the opportunities for PMI’s novel tobacco products. The TPD has allowed heat not burn products to jump through less regulatory hoops than electronic cigarettes, and the Tobacco Industry have well established routes to market without the need for advertising, which will be banned for electronic cigarettes next year.
The TPD is due to come into force in May of next year.
Breaking and related news: This week the Article 20 legal challenge team received word that their court case will be heard in the European Courts of Justice on October the 1st 2015. This is the only current remaining hope that the TPD article 20 pertaining to electronic cigarettes will be thrown out and proper proportionate regulations take its place.
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