PMI U.S. commitment to responsible marketing

PMI’s U.S. affiliates are committed to doing their part to ensure only adults 21+ have access to nicotine products. This commitment is executed through a robust focus on responsible marketing, responsible retail practices and real-world monitoring.

21+ ONLY

To better ensure product access is only for adults 21 and older, PMI U.S. directs its marketing efforts only to existing nicotine users 21+. PMI’s U.S. product websites are strictly age-gated, and product-related content is limited to social media platforms that have age-restricted controls. PMI U.S. brands never work with social media influencers and refuse all requests for such partnerships. While it’s impossible to control user-generated content on social media, PMI U.S. remains vigilant in monitoring content and reporting concerns.

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No one under 21 years of age should use tobacco or nicotine products in any form. That’s why underage prevention is central for PMI’s advancement toward a smoke-free future. Our ability to help adults move away from smoking and traditional tobacco products hinges on our ability to keep our smoke-free products out of the hands of anyone under the age of 21.”

J.B. Simko, Chief Civil Society & Underage Prevention Officer

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Responsible Retail Practices

PMI U.S. is committed to supporting responsible retail practices. A vital part of PMI U.S.’s mission is to make smoke-free products available only to nicotine consumers who are 21 and over and working with retailers is a critical component of this effort.

PMI U.S. affiliates serve as an Advisory Council member for We Card, championing comprehensive training for retail employees, alongside in-store signage and point-of-sale materials underscoring the minimum age of 21 for purchasing nicotine products.

PMI U.S. is also a founding board member and investor in TruAge®, a free retail technology that provides stores with a more accurate approach to age verification, including the ability to detect fake IDs and restrict underage access.


Additional Information:


Real-World Monitoring

Science-based smoke-free products can play a vital role in reducing the risks and harm of smoking-related diseases for adults who would otherwise continue to smoke. To ensure underage prevention efforts are effective, understanding the public health impact of products is critical to the vision of a smoke-free future. PMI U.S.’s sources of real-world monitoring include:

  • Monitoring the Future Survey
  • National Youth Tobacco Survey
  • Population Assessment of Tobacco and Health Survey

The 2024 National Youth Tobacco Survey (NYTS) data showed an overall decline in current youth use of any tobacco product, reaching the lowest level ever measured by NYTS. Nicotine pouch use also remained relatively low. While this data reveals tremendous progress in the U.S., all regulators, policymakers and manufacturing companies must maintain their efforts to make sure products are only accessible to and being used by adults 21+.

In 2019, the federal minimum age for sale of tobacco products was raised from 18 to 21 years (known as “Tobacco 21”). PMI supported this important step for public health. Following the launch of this program, underage use of conventional tobacco products has fallen, including historically low rates for smoking. Learn more about Tobacco 21 from the U.S. Food and Drug Administration here.