Cape Town: IF YOU don’t smoke, don’t start. If you smoke, quit. If you don’t quit- CHANGE!
This compelling message was core at the recent Technovation 2025 conference held in Cape Town, for the very first time on the African soil.
The conference touched on various subjects from free smoking, to stable and secure environment, illicit trading, the impact smoking it has on youth.
Organised by the Phillip Morris International (PMI) which stood by its stance: make cigarette obsolete, especially in South Africa, as a nation that consumes too much smoking.
PMI are the makers of fancy and popular IQOS and newly launched ZYN brands.
According to Jonathan Kwak (Smoke Free Products Director SA- PMI), the increasing number of users of PMI smoke-free products indicates a growing demand for better alternatives to cigarettes, as evidenced by the commercial success of IQOS and ZYN.
However, consumers need accurate and non- misleading information about SFP to make informed choices.
Technology and Innovation- driving forces behind global solutions, is when science is ignored and innovation stifled- public health suffers.
Another bone of contention discussed was the burgeoning illicit trading of cigarettes in SA, of which Government and relevant agencies have failed dismally to curb, due to improper policies and regulations.
PMI estimates that close to 500 billion illicit cigarettes are consumed globally every year. Criminals can make as much as USD 2.3 million in profit from a single smuggled container carrying 10 million illegal cigarettes.
The World Economic Forum has warned that illicit trade creates an annual drain on the global economy of USD 2.2 trillion. As much as 14-15 percent of total cigarette sales (excluding China and U.S.) are sourced from the black market, according to PMI estimates based on Euromonitor and WHO statistics.
Tommaso Di Giovanni, VP, Communications and Engagement- PMI, said illicit trading will not stop provided all concerned parties, come to the table and work towards a clean, free environment, especially towards the youth.
He also referenced a statement that was made many years’ ago by one inventor who once described a telephone as “useless toy” because there was no technology involved by then. Today that ‘toy’ is our daily means of communication.
This means technology is key in today’s global thinking.
“Innovation has the power to tackle global challenges and when paired with policy changes can drive meaningful solutions to worldwide issues. However, scepticism towards innovation often results in missed opportunities and stalls progress,” continued Di Giovanni.
Regulations and implementable policies would ensure scientific rigor and community engagement in Africa’s Policy landscape, remarked Themba Mathebula- Director External Affairs-Southern Africa- PMI.
According to Mathebula, the panel that featured top experts in the field of policy-drafting, explored SA’s proposed Tobacco Products and Electronic Delivery Systems Control Bill and the Nedlac process as a practical case study for Africa.
Dr Tlou Moloko- medical practitioner and former special advisor to Minister of Health –SA, believes consumers must be heard in tobacco harm reduction discussions, including the threat of misinformation, the courage to act on scientific evidence and the need for policies that educate and empowers consumers, that was supported by Yael Ossowski, deputy director, Consumer Choice Center- Canada and Dr Mercy Kori, CEO and editor in chief- Willow Health Media, from Kenya, during panel discussion.
A student from the University of Free State, questioned why public awareness campaigns are not viable enough at educational institutions, targeting youth’s to drive the message of the negativity associated with smoking and illegal purchasing of cigarettes in our communities?
Talk of public awareness, Kwak also confirmed they will be reopening an activation shop at Maponya Mall, as part of engaging with communities in and around Soweto, as “part of our marketing strategy to drive the message”.
Other areas will be considered in future, noted Kwak.
The conference drew in local and international media, policy makers, executives, community leaders, students, globally. The absence of Government officials smacks of disregard for such an important gathering.
Simply put: legislators must legislate.
The next Technovation will be held in Dubai in 2026.
Image Jacob MAWELA (Safely in our hands. Russel Khuzwayo, Director of Commercial Operations at PMI and Jonathan Kwak – Smoke Free Products Director SA- PMI, at the 2025 Technovation, held in Cape Town, this week).
