Tobacco Industry’s “Tricks of the Trade”: Rebranding and Covert Marketing in the “Smoke-Free” Narrative

An undercover investigation featuring the infiltration of Philip Morris International (PMI) by journalist Manon de Couët has shed light on evolving tobacco industry strategies. The documentary Enfumés (Smoked Out), together with reporting by STOP, highlights how indirect marketing and “transformation” narratives are being used alongside continued efforts to expand nicotine markets.

The “Invisible” Industry: Strategic rebranding

One strategy identified is the reduced visibility of tobacco company identity in product marketing. PMI promotes products such as IQOS and VEEV using modern, lifestyle-oriented branding that can make their links to the tobacco industry less visible. This approach may position these products as alternatives to conventional cigarettes.

“Shadow marketing” and consumer engagement

With restrictions on traditional advertising, the industry appears to rely on indirect or “shadow marketing” approaches to reach consumers. These include engaging people in environments where young people eat, dance, or socialize, as well as using digital platforms for outreach.

The investigation also points to the collection of consumer contact information, enabling continued promotional engagement beyond initial interactions.

Health concerns and internal perspectives

The investigation raises concerns about how the health risks of newer nicotine products are presented. While often marketed as reduced-risk alternatives, these products contain substances that may pose health risks.

Covert footage cited in the investigation captures employees discussing nicotine dependence and expressing concerns about potential health impacts.

Adapting to regulatory gaps

The findings also highlight how company practices may adapt to differences in regulatory environments. According to the investigation, PMI identified variations in enforcement capacity, including targeting cities where fewer experts were available to identify potential violations.

In addition, when found guilty of illegal advertising, the company challenged the decision and continued its activities while pursuing sales growth.

Expanding nicotine markets

PMI has set objectives to increase the share of revenue from non-cigarette products. This shift involves encouraging product uptake while expanding the overall consumer base. The investigation also indicates a focus on young adults, with potential reach extending to younger populations, raising public health concerns.

A continuing pattern of industry conduct

Taken together, these findings suggest that while products and messaging have evolved, underlying strategies remain consistent. These findings underscore the importance of Article 5.3 of the WHO Framework Convention on Tobacco Control, which recognizes the fundamental conflict between tobacco industry interests and public health.

Commenting on the findings, STOP Director Jorge Alday stated:
“Make no mistake—that is by design, not coincidence, and this documentary reveals how.”

References

1. STOP. (2026). Undercover Reporter Reveals How Philip Morris International is Working to Addict the Next Generation—The Reality Behind the ‘Transformation’ Narrative. Available at: https://exposetobacco.org/news/the-reality-behind-pmis-transformation-narrative/
2. France Télévisions. (2026). Enfumés : J’ai infiltré l’industrie de la vape. Available at: https://www.francetelevisions.fr/et-vous/notre-tele/les-programmes-a-ne-pas-rater/enfumes-jai-infiltre-lindustrie-de-la-vape-50381
3. France Télévisions. (2026). Smoked Out: Manon de Couët and Martin Boudot, journalists. YouTube video. Available at: https://www.youtube.com/watch?v=kzS9vnXjfic