DANIEL Gyefour declares war on smoking and outlines strategy to eliminate it in the coming years.
“The ambition is to move away from cigarettes as we draw the distinction between combustible cigarettes and smoke free products”, says Gyefour, Phillips Morris International (Director: Smoke Free Products –Sub Saharan Africa).
He engaged a select media corps during an impromptu press brief at the Scorpion Kings Live, of which PMI showcased the VEEV brand as part of its cultural experience- as SA celebrate Heritage Month from sport to music to community celebrations.
On the ambitious plan, he says, this would come into fruition only if, we have consistent campaigns, education and evidence based information targeted towards adults, whom we must engage on our innovation plans, remarked the Ghanain born, whose role spans multiple markets such as SA, Nigeria, Ivory Coast and other regions.
But the question is whether this shift will translate into meaningful public health outcomes?
Scientifically smoke free alternatives would seek to support legal age adults who would otherwise smoke or use other nicotine containing consumer products, and according to Gyefour, the world is moving towards that choice, with the likes of Sweden implementing free smoke products.
“Harm reduction is about recognising that while the best option is not to smoke or use nicotine, there are adults who would otherwise continue smoking. For these adults, scientifically substantiated smoke- free alternatives can provide another option.
For us, responsible commercialisation of VEEV goes beyond product innovation. Preventing underage access is a responsibility we share with our retailers, regulators, and the society, which we take seriously. Nicotine products should not be used by a minor.”
With billions worth of investment in research, development and commercialization of smoke free products, globally, PMI’s future is free smoke.
Without going into details, Gyefour did allude they’re engaging Government on Tobacco Bill that seeks to tighten regulations on smoking and vaping in South Africa.
On illicit trade- the belief is stricter and tighter smoking laws would push consumers to the black market, boosting illicit trade which is already a bone of contention in SA.
Across sub-Saharan Africa, prevalence sits betwen roughly 17% and 19% translating into millions of smokers.
Image SLM (Daniel Gyefour, Phillips Morris International -Director: Smoke Free Products- Sub Saharan Africa, recorded addressing media corps.)
