The case
Why we’re filing a complaint against PHILIP M.
PHILIP M. presents heated tobacco as a better and less harmful alternative to cigarettes, but increasingly independent research shows that these products are also harmful.
Philip M. is trying to manipulate me, you, us, and everyone around us—yet again. Whenever the harmfulness of their products becomes undeniable, Philip M. introduces a “safer” solution. And time and again, that solution turns out to do the same thing: deliver nicotine to a new generation. That is why we are filing a complaint against PHILIP M.
This case can be broadly divided into two categories: all of PHILIP M.’s deception and fraud, and the systematic violation of the advertising ban under the Tobacco and Smoking Products Act. So, it’s not just about what PHILIP M. sells, but mainly about how it presents its products and the promises it makes in doing so.
Where do we stand now?
The complaint will be officially submitted to the Public Prosecutor’s Office in two weeks. The Public Prosecutor’s Office will review the complaint. After that, it will become clear how the case will proceed.
These are the lies
PHILIP M. uses various claims to portray heated tobacco as better, cleaner, and less harmful. These are the most important ones.
Myth: PHILIP M. claims that heated tobacco products are intended for smokers who want to quit smoking but cannot stop using nicotine.
Fact: Most users of heated tobacco are dual users; they also smoke cigarettes.
In 2025, researchers at Maastricht University concluded that heated tobacco products are particularly popular among younger generations. More than two out of three users are dual users: they use both heated tobacco and traditional cigarettes interchangeably. And heated tobacco does not appear to be an effective tool for quitting smoking.
Myth: PHILIP M. wants us to believe that heated tobacco is less harmful than traditional cigarettes.
Fact: A growing body of scientific research shows that heated tobacco is also harmful.
The RIVM concluded as early as 2018 that “less harmful” is not the same as “less of a health risk.” “Even a small amount of a carcinogen can cause cancer. In addition, the smoke from heated tobacco actually contains higher levels of certain harmful substances than cigarette smoke.”
Based on a dissertation by RIVM researcher Michele Davigo, the RIVM stated unequivocally in February 2026: “Heated tobacco products are also harmful to health.” Heated tobacco has immediate negative effects on blood pressure, heart rate, and the elasticity of blood vessels. Lung function is also impaired.
The long-term health effects are still unknown.
Myth: PHILIP M. claims that the greatest harm from tobacco results from combustion. The argument is that in heated tobacco products, the tobacco is merely heated, and therefore causes less harm.
Fact: Heating tobacco to 350 degrees is indeed a form of combustion.
The Trimbos Institute concluded in 2024 that a form of incomplete combustion does indeed occur in heated tobacco products. The tobacco is heated to a maximum of 350 degrees Celsius. This process also releases harmful substances.
Myth: PHILIP M. calls its heated tobacco products “smoke-free.” Instead of smoke, these products produce an “aerosol.”
Fact: Heated tobacco products do indeed emit a form of smoke. “Aerosol” is simply another word for smoke.
Myth: PHILIP M. claims that the “aerosol” from heated tobacco products does not impair air quality and is not a source of secondhand smoke. Heated tobacco products can therefore be used safely indoors.
Fact: Secondhand smoke from heated tobacco users is harmful to health.
Independent Canadian research found that the exhaled smoke from heated tobacco products also contains volatile organic compounds (VOCs), aldehydes, nitrogen compounds, and other toxic substances. The Trimbos Institute therefore sees evidence that secondhand smoke from heated tobacco users can cause health problems.
Myth: PHILIP M. claims that its heated tobacco products are intended only for adult smokers who want to quit smoking conventional cigarettes.
Fact: The marketing surrounding heated tobacco is clearly aimed at young consumers.
So once all cigarette smokers have switched, will there be no new users of heated tobacco? In reality, PHILIP M. creates an atmosphere of adventure, innovation, curiosity, and celebration around heated tobacco in campaigns featuring young people in trendy settings.
The fact is that heated tobacco is hardly used by adults at all, but is in fact used by young people (see the Trimbos Institute).
A recurring pattern
This pattern is not new. For decades, PHILIP M. has been presenting new products as a better or safer alternative. Time and again, a new product is marketed as the solution, while nicotine use is encouraged, leading to addiction.
Why take this legal route?
The complaint focuses not only on potential violations of the Tobacco and Smoking Products Act. Deception and fraud also play a significant role.
The crux of the matter is that we want to demonstrate that PHILIP M. deliberately uses misleading claims to present and sell its products as better and less harmful.
Why will this succeed?
This time, PHILIP M. won’t get away with it. Here’s why:
Previous rulings work in our favor
PHILIP M. has been caught violating the advertising ban on multiple occasions. Scientific research is increasingly debunking PHILIP M.’s “less harmful” claims. This time, we have even more evidence.
A unique legal approach
For the first time, PHILIP M. is being sued not only for violating the Tobacco and Smoking Products Act, but also for deception and fraud. That’s a lot of criminal offenses all at once. We’re going to prove that PHILIP M. deliberately spread lies to make a profit.
Public Support Is Growing
More and more people are seeing through PHILIP M.’s lies. This is the beginning of a wave of resistance, and you can be a part of it.
Stop PHILIP M.’s lies.
Show that you support this campaign.
Sign the petition