Quick Takeaways
Japan: Adult smoking fell from 19.6% in 2014 to 10.6% in 2022 (-46%). PMI cites research linking the rollout of heated tobacco products to declining cigarette sales.
New Zealand: Established a regulatory framework for smoke-free products in 2020; monthly smoking prevalence fell to 8.3% in 2023, a 53% drop since 2014.
Thailand: Has banned e-cigarettes and heated tobacco products since 2014; adult smoking fell from 20.7% in 2014 to 17.4% in 2021 (about -16%).
PMI’s view: Offering regulated alternatives for adults who cannot fully quit nicotine—alongside traditional tobacco-control measures—could accelerate declines in smoking.
2Firsts, October 15, 2025 — According to posts from Philip Morris Malaysia (@PhilipMorrisMY) on X, Philip Morris International (PMI) says Thailand has maintained a comprehensive ban on all smoke-free alternatives—including e-cigarettes and heated tobacco products—since 2014. As a result, adults who have not been able to quit are left with few options beyond continuing to smoke cigarettes or turning to the illicit market. In contrast, Japan and New Zealand provide and regulate smoke-free alternatives for adult smokers, giving them an opportunity to benefit from tobacco-harm-reduction potential, which PMI says has coincided with rapid declines in smoking and benefits for adult smokers and public health.
In the post, PMI also linked to the “Our Progress” section on its corporate website, highlighting how adult smoking rates fell sharply in Japan and New Zealand after these countries accepted and regulated smoke-free products (including heated tobacco and e-cigarettes).
Japan and New Zealand Offer Compliant Options
PMI notes that Japan introduced heated tobacco products in some cities in 2014 and expanded nationwide in 2015. Adult smoking dropped from 19.6% in 2014 to 10.6% in 2022 (-46%), while sales of combustible tobacco declined more quickly over the same period. PMI also cites a 2019 American Cancer Society study suggesting that the introduction of heated tobacco “may have reduced cigarette sales” in Japan.
In New Zealand, the government incorporated harm-reduction principles into tobacco control in 2020 and established a legislative framework for smoke-free products. Citing the New Zealand Health Survey, PMI says monthly smoking prevalence has fallen 53% since 2014, reaching 8.3% in 2023.
Thailand Shows the Limits of Traditional Measures
By contrast, Thailand illustrates the limitations of relying solely on traditional tobacco-control tools while rejecting smoke-free alternatives. Since 2014, Thailand has enforced a strict ban on all smoke-free products, including heated tobacco and e-cigarettes.
Despite stringent measures on cigarettes, adult smoking only declined from 20.7% in 2014 to 17.4% in 2021—about a 16% reduction over seven years.
This slower decline suggests that traditional strategies alone may not be sufficient to markedly reduce smoking rates. By prohibiting smoke-free alternatives that could replace continued smoking, Thailand effectively removes a potential pathway away from cigarettes for adult smokers.
Conclusion
PMI concludes that providing regulated smoke-free alternatives to adults who cannot fully quit nicotine—alongside established tobacco-control policies—may help hasten declines in smoking and improve public health.
Cover image: PMI
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