PMI Urges South Africa to Differentiate Smoke-Free Products from Cigarettes

Key Point

• South Africa is drafting new tobacco legislation to reduce smoking-related deaths and formally regulate smoke-free alternatives.
• PMI believes wider availability of nicotine pouches and heated devices can help reduce tobacco-related mortality.
• Patrik Hildingsson said South Africa’s new regulatory process marks a “big change,” urging a clear distinction between traditional cigarettes and smoke-free products.
• Developed markets have adopted risk-based taxation, raising excise on cigarettes while lowering rates for smoke-free products.
• Fred De Wilde of PMI noted that affordability and consumer awareness remain major challenges in developing markets.

2Firsts, October 22, 2025 — According to Business Report, South Africa is developing new tobacco legislation aimed at lowering smoking-related deaths and regulating emerging smoke-free products.

With more than 8.6 million smokers and roughly 32,000 tobacco-related deaths annually, tobacco companies say making smoke-free alternatives more affordable could save lives.

Philip Morris International (PMI) argues that non-combustible nicotine products, such as pouches and heated tobacco devices, will be central to reducing smoking harm.

PMI’s communications director Patrik Hildingsson said South Africa is in the process of establishing a new regulatory framework to recognise and regulate smoke-free products, describing it as a “big change” for the industry. He added that such products are increasingly used not only by affluent consumers but also in townships.

Hildingsson noted that in developed countries, governments often raise cigarette taxes while lowering rates for smoke-free alternatives to encourage harm reduction. “The policy debate in South Africa is ongoing, and we await the outcome,” he said.

PMI executive Fred De Wilde emphasized that bringing smoke-free alternatives to developing markets presents “unique challenges,” especially regarding affordability and consumer understanding.

According to a report by 2Firsts, Philip Morris International (PMI) South Africa launched the e-cigarette product Veev in October in South Africa. The company stated that with the expansion of this product line, South Africa has become one of 20 countries worldwide to have PMI's three major categories of smoke-free products.

image Source: Business Report