On June 24, 2026, Philip Morris International (PMI) hosted Technovation 2026 in Rabat, Morocco, focusing on tobacco alternatives and their potential role in public health improvement in Africa. The event brought together experts and policymakers to discuss reduced-risk products such as heated tobacco and nicotine pouches.
PMI has invested over $10 billion in developing smoke-free alternatives, including IQOS, a heated tobacco device. The company aims to transition adult smokers who cannot quit to these products, which it claims are less harmful than traditional cigarettes. However, the World Health Organization (WHO) maintains that no tobacco product is safe and that the best option is to quit entirely.
Technovation 2026 included sessions on regulatory frameworks, scientific evidence, and market access for these products in African countries. PMI reported that as of 2025, approximately 30 million adults worldwide use its smoke-free products, with growing interest in emerging markets.
Critics argue that PMI's marketing of alternatives may attract new users, particularly youth, and that long-term health effects are still unknown. The event in Morocco highlighted the ongoing debate between harm reduction advocates and public health officials.
