PMI (Philip Morris), the increase of cigarettes market share is the result of a very substantial increase taking place in the Middle East & Africa region (13.9%). So, rather than "unsmoking the w

orld" as PMI claims that they are championing what they call unsmoke the world campaign ( https://www.pmi.com/unsmokeyourworld/what-is-unsmoke) , it seems the company takes advantage of the confusion it creates with its so-called "heated" tobacco products to quietly " smoke " the Middle East and Africa.

This increase I refer it to the wide influence of Tobacco Industry with in these two regions on decision makers,

PMI now running unsmoke the world campaign in many countries and soon will run it in EMR region, with their logotype "We just want the world to get rid of smoke by either quitting or moving into the alternatives. We want to unsmoke the world" obviously they are promoting for their other Heated Tobacco Products(HTPs) (IQOS).

They contain the highly addictive substance nicotine (contained in the tobacco), which makes HTP s addictive. They also contain non-tobacco additives, and are often flavoured. so the risk on health still existing, further more we still need more researches and studies on the HTPs effect on health.

As All forms of tobacco use are harmful and HTPs contains tobacco products, Therefore, HTPs should be subject to policy and regulatory measures applied to all other tobacco products, in line with the WHO Framework Convention on Tobacco Control FCTC.