Dr. Moira Gilchrist, VP of Strategic and Scientific Communications at PMI, speaks to camera:

The WHO's report misses one crucial scientific point.

It's the burning of tobacco that causes the production of the vast majority 

of the harmful chemicals that cause smoking-related diseases.

It's not tobacco itself.

Today, not all tobacco products are the same.

And we believe that smokers who don't quit

deserve to have information about the difference

between cigarettes and smoke-free alternatives.