This Thursday, the company Philip Morris España presented its first report to the media at its headquarters in Madrid. Prepared by The European House Ambrosetti, the study gathers the socioeconomic impact of Philip Morris in our country in macroeconomic aspects, such as employment, opportunities and progress, which translated into numbers has meant in 2023 a total impact exceeding 3,300 million euros.
In this regard, the consultancy points out the transition experienced by said company, with recognized certifications such as Global Top Employer, which in the last 10 years has gone from being a manufacturer of conventional combustion cigarettes, to a company that has opted for technological and scientific investment, to replace its traditional business with new smoke-free products, which are capturing the market, by adult smokers, .
It is the case of Portugal, where heated tobacco already has greater demand and surpasses the traditional pack of Malboro. Or the case of countries like Italy, United Kingdom or Sweden, where only 3.9% of smokers consume tobacco conventional, as of yesterday's updated date and, where also according to data from Swedish health authorities perceive that lung cancer among males has decreased by 42%.
The reduction of harm to health and, also the reduction of healthcare spending are the clear bets of this company which defends a regulation adapted to new products, whose taxation does not tax in the same way that which harms more -as happens with the conventional cigarette- than to others like alternative products, whose sale in Spain is behind the European market.
A differentiated regulatory framework
"Hence the importance of a differentiated regulatory framework -explains the general director of PME, Daniel Cuevas-, based, of course, on the available evidence and, on a well-informed consumer, something that would bring greater investment to España by the company, reporting data such as the tripling of its workforce in the last decade, betting on young and qualified talent, and with productivity levels 60% higher than the industrial average".
In the last year -Cuevas emphasizes-, "Philip Morris has incorporated more than 260 professionals through agreements with universities -such as the agreement of the Fundación Universidad-Empresa-, a reflection of the company's professional profile in Spain, in a determined commitment to a smoke-free future".
The proof -maintains the director of PME is that, "today, 42% of global net revenues come from smoke-free products; products -highlights Cuevas-, through which they have been able to be developed through innovation, investment and collaboration, and with the decided direction of creating a future, that is not only smoke-free, but also more inclusive, resilient and sustainable".
The opportunity of the European Directive
Ahead of the next revision of the Directiva Europea de Productos del tabaco -which Spain will have to transpose and normatively assume-, whose public consultation is imminent, Philip Morris stands as a proactive actor, among other reasons -defended in a panel of experts, Ricardo Miranda, general director of Cetarsa, "because this can be an opportunity for everyone if the regulator sees the new products as a real option, for smokers to switch to these less harmful alternatives, and at the same time, to give sustainability to the entire value chain that lives from tobacco in our country".
A value chain that has an outstanding place in two autonomous communities of Spain, as is the case of Canarias and Extremadura. Reason why Dácil Barreto, CEO of the tobacco company Dos Santos (Las Palmas de Gran Canaria), emphasizes that, from an industrial perspective, having a balanced and predictable regulatory framework, as already happens in Canarias, is key. When regulation takes into account its impact on investment and employment -she adds-, the industry responds by improving training and facilities, attracting international projects and reinforcing its export vocation".
For Pilar Colás, general director of Logista Iberia, "regulation is positive when it seeks to offer safe alternatives to the user and combat the illicit market. We need a framework -she pointed out-, that guarantees that the transformation of the sector occurs in an orderly manner, ensuring that the product reaches only adults and always through authorized channels, that guarantee control and taxation".
The case of Sweden
According to the report prepared by thirteen experts, No smoke, less harm, Sweden is the first country in the world considered smoke-free, by placing its smoker rate below 5%, the threshold set by the WHO. Said report shows that Sweden consumes nicotine levels similar to the European average, but nevertheless registers 41% less lung cancer and less than half of the deaths associated with smoking.
The extraordinary success of the Swedes -this study highlights- is due to the combination of traditional policies for smoking prevention and cessation in combination with a pioneering policy regarding safer alternatives to cigarettes such as snus (oral tobacco pouches), electronic cigarettes and nicotine pouches (which do not contain tobacco but without nicotine).
The OECD, in its report on cancer in Europe (2025), also confirms that Sweden has the lowest incidence of cancer among men in the European Union, and that it also experienced the largest reductions in avoidable mortality from lung cancer. Sweden is also projected to have the lowest increase in per capita health spending on cancer care during the period 2023-2050, while the largest increases are projected in Cyprus, Spain, and Poland.
Another regulatory example is from Portugal, who has opted to regulate and fiscally integrate nicotine pouches instead of prohibiting them. Since this year, this product is subject to a specific tax, legally recognizing the category as a tobacco-free and combustion-free product, which, in the opinion of companies like Philip Morris, allows for the control, supervision, and reduction of illicit trade, aligning with other EU countries.