Personally I’m a fan of Philip Morris International’s “Hold My Light” campaign. I’ve been advocating for tobacco harm reduction for years, and it’s good to see PMI throw their weight behind the same cause. Campaigns like this have the potential to make a huge difference, and I think they should be encouraged.
PMI’s Hold My Light
If you missed it, Hold My Light is a multimedia campaign aimed at encouraging smokers to give up and switch to reduced-harm products. The centrepiece was a four-page advert in the Daily Mirror, backed by a website, video and other promotional material, and the theme was the simple message that if you smoke, it’s better to quit. You wouldn’t think that would be at all controversial, would you? Well, you’d be wrong.
Despite Hold My Light saying exactly the same thing as they’ve been saying for decades, anti-tobacco activists have greeted the campaign with an absolute shitstorm of criticism and abuse. Starting the day of its launch, PMI have been bombarded with wild accusations and hysterical conspiracy theories from a collection of people who really should know better, but very obviously don’t.
First up, we have George Butterworth from Cancer Research UK. I’ve been involved with vaping advocacy since 2013, and I know that among vapers there are some pretty mixed feelings about CRUK. The charity does generally support vaping as a safer alternative to smoking, but on the other hand it also tends to back more restrictions on what we’re actually allowed to vape. CRUK was a big fan of the EU’s notorious Tobacco Products Directive, for example, despite being repeatedly warned the law would take a lot of very good products off the market. George Butterworth “welcomed” the TPD, claiming it would reassure vapers that e-cigs were safer than smoking. That’s an odd thing to say about a law that enforced health warnings on every e-cigarette and bottle of liquid.
Now he’s at it again. Butterworth, who’s been telling smokers to quit for years, is frothing with rage at PMI because they’re running a campaign called hold my light telling smokers to quit. He accused the company of “staggering hypocrisy”, apparently because PMI still advertises its cigarettes in countries where people like Butterworth haven’t banned them from doing it.
What Butterworth doesn’t get is that PMI, being a publicly traded company, has a legal obligation to look after its investors’ money. That means selling products, of course, but you can’t expect someone who’s never had to make a profit to understand that. Instead he says “The best way Philip Morris could help people to stop smoking is to stop making cigarettes.”
Well, this just tells us that George Butterworth is a complete idiot. Hasn’t he learned anything from Prohibition, or the decades-long and totally failed war against drugs? If Philip Morris stop making cigarettes tomorrow, smokers will just buy them from somewhere else. If all tobacco companies stop making cigarettes tomorrow, say hello to a global explosion of organised crime that will make Al Capone and the Medellin cartel look about as serious as shoplifting a Kit Kat.
PMI can’t just stop making cigarettes, and anyone who understands anything about economics knows that. As long as a there’s a demand for cigarettes – and that isn’t going to change anytime soon – someone is going to be making and selling them. It can be regulated tobacco companies like PMI who pay tax and obey the law, or it can be organised crime. “Nobody” is just not an option.
Pains in the ASH
And then there’s Action on Smoking and Health. I don’t like ASH at all; this is no secret. I’ve had a public run-in with their CEO, Deborah Arnott, and chest-poked a couple of her minions over their bullying, coercive approach to vaping, harm reduction and everything else they choose to stick their noses into. So guess what? Their reaction to the Hold My Light campaign annoys me too.
First out of the box to whine about the hold my light campaign was of course Debs Arnott herself, a sour-faced specimen with the general demeanour of a small-town traffic warden. Arnott claimed, bizarrely, that the campaign is an attempt to make an end run around the UK’s ban on tobacco advertising. I don’t have a marketing degree, but to me it seems like advertising a product by telling people to stop using it isn’t really the way ahead.
Arnott was followed by Hazel Cheeseman, ASH’s director of policy. I’ve met her too. More pleasant than Arnott but just as misguided, Cheeseman is an earnest-looking creature better suited to teaching small children than making policy. Describing the campaign as “simply PR puff,” Cheeseman suggested that if PMI were serious about achieving a smoke-free world they would stop opposing anti-smoking legislation that “will really help smokers quit”. What she means is nonsense like plain packs and display bans, which real-world evidence says don’t achieve anything, and of course ever-increasing punitive taxes.
Let’s get this straight: I have spoken to senior people at PMI (and other tobacco companies). I have been to the Cube at Neuchatel and seen the time and money PMI are investing in reduced-risk products. I have used those products myself, and I enjoy using them.
None of Cheeseman’s regulations would ever have stopped me smoking. Higher taxes? I’d just have bought cheaper food to free up some money. Graphic health warnings? I’d have worked to collect the full set, then frame them and hang them on my wall. Plain packs? I used a cigarette case anyway. These laws are all useless, because they’re written and lobbied for by nanny statist clowns who don’t understand how real people think.
The truth is that all the outrage being thrown at Hold My Light by the likes of Butterworth, Arnott and Cheeseman is just self-righteous indignation. How dare PMI break out of their bad guy stereotype! How dare they work towards the same goal as CRUK and ASH? And how very double dare they do it by selling products that real people actually enjoy using? At this point it doesn’t matter what PMI choose to do; it’s going to be wrong, simply because they’re the ones doing it. If they ignore harm reduction and just keep selling Marlboro they’re heartless and don’t care about their customers. If they try to persuade people to switch to safer products they’re hypocrites. Any time they do anything that satisfies one of their opponents’ demands, those demands will simply mutate into something new and probably ridiculous.
Well, I’m sick of people like Arnott and Butterworth sticking their oars in all the time. Who elected these people? What did they ever contribute to our lives beyond endless bitching and whining? By what right do they tell private citizens what they should or shouldn’t do? It’s time for them to shut up and live our own lives the way we choose.
One of the better choices we can make is to quit smoking. As much as I enjoyed smoking it really isn’t very good for you, so it makes sense to stop – just like PMI are saying in this hold my light campaign. And if you want to do that by switching to one of PMI’s safer products, like iQOS or Mesh, don’t pay any attention to carping nobodies like Cheeseman; just go ahead and do it.