WHAT WILL IT TAKE TO CLEAR THE AIR?
HIS love for his baby daughter was fierce—but not fierce enough to break his addiction. Each time Desmond Lee, 41, held her, she would grimace and fuss, turning away from the smoky scent clinging to his breath and clothes.
Yet every attempt to quit cold turkey left him trembling, sweating and on edge—trapped between love and addiction. Lee's struggle mirrors that of millions of smokers around the world, caught in a cycle they long to escape but find impossible to break.
For many, quitting altogether feels out of reach. Recognising this, Philip Morris International (PMI) is deepening its commitment to a smoke-free future by investing in science-driven innovation, building retail partnerships and aligning closely with evolving regulatory frameworks.
PMI Malaysia and Singapore managing director Naeem Shahab Khan reaffirmed the company's long-standing global ambition to phase out combustible cigarettes by harnessing science and technology for a cleaner future.
'There are nearly a billion smokers worldwide, and approximately 5.2 million in Malaysia alone. The most harmful way to consume nicotine remains through combustion—the act of burning tobacco. If you don't smoke, don't start. If you smoke, quit. If you don't quit, change,' said Naeem during the IQOS ILUMA i launch held at Heritage Valley, Kuala Lumpur recently.
Science-based approach
PMI's transformation into a science-led business has involved more than US$14bil in research and development investments to date—and that figure continues to grow year-on-year.
'We have over 1,400 scientists as well as research and development experts dedicated to this work. To date, we've published nearly 542 peer-reviewed studies, all of which are publicly available,' Naeem said.
These efforts, he added, are part of PMI's long-term strategy to reduce public health harm by eliminating combustion.
'Our extensive research shows that exposure to harmful chemicals can be reduced up to 95% compared to traditional cigarettes when combustion is taken out of the equation. The ill of smoking is in the smoke—when you remove burning, you drastically reduce harmful exposure,' he explained.
The company's findings are backed by a growing body of scientific evidence and international regulatory validation, including the US Food and Drug Administration's Modified Risk Tobacco Product (MRTP).
Hinging on regulatory partnership
Naeem applauded Malaysia's Control of Smoking Products for Public Health Act (ACT 852)—which provides a clear regulatory framework aimed at youth access prevention and combating illicit trade. He called it a 'key enabler for future progress'.
'This law offers much-needed clarity in terms of product definitions, quality control and age restrictions. It also places stronger emphasis on youth access prevention, which we fully support.'
Meanwhile, PMI Malaysia Commercial operations director Mazlan Jala Musa noted that the company has introduced internal compliance measures and retail guidelines, all of which strictly adheres to regulatory requirements. These include regular age-verification training for retail partners, in-store compliance checks and continuous education on product categories.
'We work closely with partners including convenience stores and independent retailers to help them understand the differences between products, and most importantly, to ensure they are not selling to minors,' said Mazlan.
On market competition, Naeem said PMI does not view other market players as rivals. Instead, he sees them as potential allies in shifting awareness away from combustible cigarettes.
'We define leadership not just by market share, but by how effectively we can reduce smoking prevalence. Anyone aligned with that goal contributes to the bigger picture,' he said.
Smoke-free potential
Armed with the strong belief that a smoke-free future is within reach, Naeem remains optimistic about Malaysia's potential to transition away from traditional cigarettes—but only through joint effort.
He called for continued collaboration between government, civil society, media and the private sector to provide smokers with accurate information—without targeting non-smokers or encouraging uptake.
'The elephant in the room is still cigarettes. That's where most of the harm lies. If we are serious about reducing the health burden of smoking, we must create the right environment to move adult smokers away from combustion.
'If we can pull our efforts together and create a regulatory framework that encourages cigarette smokers to switch to smoke-free alternatives, that is the only way, in my view, Malaysia can become smoke-free,' said Naeem.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
New Straits Times
2 hours ago
- New Straits Times
France imposes smoking ban on beaches, parks
PARIS: Anyone who lights up on a beach or in a public park in France will be breaking the law from Sunday under new rules aimed at protecting children from the dangers of passive smoking. Bus shelters and areas in the immediate vicinity of libraries, swimming pools and schools will also be affected by the ban, which is coming into force one day after its publication in the official government gazette on Saturday. The rule is being imposed one week before the beginning of the school holidays in France in a clear bid to immediately protect children from smoke on the beach. However, to the disappointment of some anti-tobacco activists, the ban does not cover the terraces of bars and restaurants where many French still happily light up. They are also unhappy that the ban does not apply to electronic cigarettes. The rules had initially been expected to come into force on Tuesday after a previous announcement by the health ministry but the publication in the official gazette means this has now been brought forward to Sunday. People should also not smoke within a 10 metres radius of schools, swimming pools, libraries and other places that hurt minors. The health ministry said it would announce the minimum distance for smoking in these areas in the coming days as well as reveal the sign used to designate such areas. Violators of the ban could face a fine of 135 euros (US$160) up to a maximum of 700 euros. However the health ministry is expecting an initial grace period as the new rules are explained. "Tobacco must disappear from places where there are children. A park, a beach, a school -- these are places to play, learn, and breathe. Not for smoking," Health and Family Minister Catherine Vautrin said. This is another step "towards a tobacco-free generation", she added, which France is targeting from 2032. The ban "is a step in the right direction, but remains insufficient," said Yves Martinet, president of the National Committee Against Smoking (CNCT), criticising the continued permission to smoke on cafe terraces. "The minister points to the protection of children," but children "also go to the terraces," Martinet, a pulmonologist, said. He lamented the absence of e-cigarettes from the text, saying flavours are used to "hook young people". "For a measure to be effective, it must be clear -- no consumption of products containing tobacco or nicotine in public," Martinet said. But Frank Delvau, president of the Union of Hotel Trades and Industries (UMIH) for the Paris region, said a ban on smoking on cafe terraces "would only shift the problem because people on terraces would go smoke next to these establishments". "Smokers and non-smokers can coexist" on terraces, the "last places of conviviality and freedom," said Franck Trouet, of hospitality association Hotels and Restaurants of France (GHR). In France, passive exposure to tobacco smoke causes 3,000 to 5,000 deaths per year, according to official figures. Smoking is steadily declining in France with "the lowest prevalence ever recorded since 2000", according to France addiction agency the OFDT. Less than a quarter of adults aged 18 to 75 reported smoking daily in 2023, according to the agency. Smoking causes 75,000 deaths per year in France and, again according to the OFDT, costs society 156 billion euros annually, counting factors including lost lives, quality of life, productivity, prevention, law enforcement, and healthcare.
The Star
2 hours ago
- The Star
Godiva ordered by Hong Kong govt to halt dark chocolate ice cream sale after bacteria find
Hong Kong authorities have ordered a branch of Belgian luxury chocolatier Godiva to halt the sale of its dark chocolate soft ice cream after a sample was found to contain a bacterial count 46 times above the legal limit. The Centre for Food Safety said on Thursday that the sample collected from the shop at Cityplaza in Tai Koo had 2.3 million bacteria per gram – 46 times higher than the legal limit of 50,000. 'The centre has informed the vendor involved of the irregularity and instructed it to stop selling and immediately dispose of the affected product,' a spokesman said. 'Prosecution will be instituted should there be sufficient evidence.' Under the Frozen Confections Regulation, those convicted of selling frozen confections with bacterial levels exceeding the legal limit face a maximum penalty of a fine of HK$10,000 (US$1,273) and three months' imprisonment. The spokesman said the centre had asked Godiva to carry out a thorough cleaning and disinfection. He added that the centre had also provided health education on food safety and hygiene to the vendor's representative and staff. The centre also noted that the total bacterial count exceeding the legal limit indicated unsatisfactory hygienic conditions, but that did not mean that consumption would lead to food poisoning. - SOUTH CHINA MORNING POST
The Star
7 hours ago
- The Star
WHAT WILL IT TAKE TO CLEAR THE AIR?
HIS love for his baby daughter was fierce—but not fierce enough to break his addiction. Each time Desmond Lee, 41, held her, she would grimace and fuss, turning away from the smoky scent clinging to his breath and clothes. Yet every attempt to quit cold turkey left him trembling, sweating and on edge—trapped between love and addiction. Lee's struggle mirrors that of millions of smokers around the world, caught in a cycle they long to escape but find impossible to break. For many, quitting altogether feels out of reach. Recognising this, Philip Morris International (PMI) is deepening its commitment to a smoke-free future by investing in science-driven innovation, building retail partnerships and aligning closely with evolving regulatory frameworks. PMI Malaysia and Singapore managing director Naeem Shahab Khan reaffirmed the company's long-standing global ambition to phase out combustible cigarettes by harnessing science and technology for a cleaner future. 'There are nearly a billion smokers worldwide, and approximately 5.2 million in Malaysia alone. The most harmful way to consume nicotine remains through combustion—the act of burning tobacco. If you don't smoke, don't start. If you smoke, quit. If you don't quit, change,' said Naeem during the IQOS ILUMA i launch held at Heritage Valley, Kuala Lumpur recently. Science-based approach PMI's transformation into a science-led business has involved more than US$14bil in research and development investments to date—and that figure continues to grow year-on-year. 'We have over 1,400 scientists as well as research and development experts dedicated to this work. To date, we've published nearly 542 peer-reviewed studies, all of which are publicly available,' Naeem said. These efforts, he added, are part of PMI's long-term strategy to reduce public health harm by eliminating combustion. 'Our extensive research shows that exposure to harmful chemicals can be reduced up to 95% compared to traditional cigarettes when combustion is taken out of the equation. The ill of smoking is in the smoke—when you remove burning, you drastically reduce harmful exposure,' he explained. The company's findings are backed by a growing body of scientific evidence and international regulatory validation, including the US Food and Drug Administration's Modified Risk Tobacco Product (MRTP). Hinging on regulatory partnership Naeem applauded Malaysia's Control of Smoking Products for Public Health Act (ACT 852)—which provides a clear regulatory framework aimed at youth access prevention and combating illicit trade. He called it a 'key enabler for future progress'. 'This law offers much-needed clarity in terms of product definitions, quality control and age restrictions. It also places stronger emphasis on youth access prevention, which we fully support.' Meanwhile, PMI Malaysia Commercial operations director Mazlan Jala Musa noted that the company has introduced internal compliance measures and retail guidelines, all of which strictly adheres to regulatory requirements. These include regular age-verification training for retail partners, in-store compliance checks and continuous education on product categories. 'We work closely with partners including convenience stores and independent retailers to help them understand the differences between products, and most importantly, to ensure they are not selling to minors,' said Mazlan. On market competition, Naeem said PMI does not view other market players as rivals. Instead, he sees them as potential allies in shifting awareness away from combustible cigarettes. 'We define leadership not just by market share, but by how effectively we can reduce smoking prevalence. Anyone aligned with that goal contributes to the bigger picture,' he said. Smoke-free potential Armed with the strong belief that a smoke-free future is within reach, Naeem remains optimistic about Malaysia's potential to transition away from traditional cigarettes—but only through joint effort. He called for continued collaboration between government, civil society, media and the private sector to provide smokers with accurate information—without targeting non-smokers or encouraging uptake. 'The elephant in the room is still cigarettes. That's where most of the harm lies. If we are serious about reducing the health burden of smoking, we must create the right environment to move adult smokers away from combustion. 'If we can pull our efforts together and create a regulatory framework that encourages cigarette smokers to switch to smoke-free alternatives, that is the only way, in my view, Malaysia can become smoke-free,' said Naeem.
