Philip Morris International’s “Your Choice” campaign is prohibited advertising
The Advertising Code Commission rules that the campaign in which PMI called on consumers to respond to an EU online consultation on tobacco legislation violates the advertising ban under the Tobacco and Smoking Products Act. Philip Morris International’s “Your Choice” campaign is therefore prohibited advertising. This is a major victory for doctors, De Roos Advocaten & Notariaat, the Youth Smoking Prevention Foundation, and the Smoke-Free Generation (Dutch Heart Foundation, KWF Cancer Society, and Lung Fund), who filed a complaint against the campaign in June 2026.
The campaign consisted of posters and flyers that directed the public to a website where visitors could use an AI tool to draft a response to the online consultation.
