The Law

Currently in Australia, the law is that “tobacco prepared and packed for smoking” is the only form of tobacco containing nicotine-delivery that is allowed in consumer products.

Cigarette smoking can be deadly and can cause serious diseases, such as lung cancer.

Millions of smokers around the world are giving up cigarettes and switching to less harmful alternatives. In Australia, adult smokers are denied that option.

It’s time for Australia to catch up with the rest of the world and legalise smoke-free products.

Smoke-free regulations are vital, but need to adapt

Quite rightly, there’s a wealth of regulation encouraging people to quit, or not start, smoking.

From plain packaging to high excise tax rates, point-of-sale display and advertising bans, Australia has some of the world’s strictest tobacco control measures.

And yet, progress has stalled when it comes to people quitting smoking.

In fact, according to the Australian Bureau of Statistics, the smoking rate in Australia has remained “relatively similar” since 2014.

A recent survey commissioned by PMI showed that 7 out of 10 people support PMI’s efforts to work with governments, regulators and public health experts to stop people buying cigarettes in favour of smoke-free alternatives. This is the very heart of the Unsmoke Your World movement.

People deserve the whole story

about smoke-free alternatives

Regulation to prevent people from starting to smoke and encouraging cessation is key; but more is needed for those who don’t quit. Through science and technology we have created better alternatives to continued smoking. Those who don’t quit deserve to have access to these smoke-free alternatives and accurate information about them.

If you don’t smoke, don’t start.
If you smoke, quit.
If you don’t quit, ThEN WHAT?


Cigarette smoking can cause diseases like lung cancer, cardiovascular disease, and emphysema.

There are almost 3 million smokers in Australia and over a billion worldwide, and the World Health Organisation estimates there will still be over a billion smokers globally in 2025.

But with better regulations, together, we can change that.

Many of today’s regulations were developed before innovative, smoke-free alternatives to cigarettes existed. Measures to prevent initiation and encourage cessation are key in any anti-smoking policy. However, many people still continue smoking.

Innovative, smoke-free products offer smokers who don’t quit the choice of an alternative that is less harmful than continuing to smoke.

Where these products are supported by regulation, they’ve made a huge difference to smoking habits. Just two years after heated tobacco products were introduced in Japan, cigarette sales had fallen by 27 per cent. PMI’s data shows that the majority of smokers who switch to scientifically verified heated tobacco products quit cigarettes completely. Yet in Australia, these products remain banned. That’s wrong. It denies smokers who don’t quit a less harmful choice, condemning them to continue smoking cigarettes.

It’s time regulators and opponents of tobacco accepted that not all tobacco or nicotine products are the same and accept that smoke-free products are a much better choice for adult smokers than continued smoking. If adult smokers are given information about-and access to-smoke-free alternatives, won’t the number of people who stop smoking cigarettes accelerate?

Tobacco companies, regulators and society must unite to Unsmoke the World.

What Are the

Alternative Options to Smoking?

The most well-known alternatives to continued smoking are e-cigarettes, which involve inhaling a nicotine vapour created by heating a liquid.

There are also heated tobacco devices. Like the name suggests, they heat tobacco to a temperature that releases a nicotine-containing vapour that the user then inhales.

By not burning tobacco, e-cigarettes and heated tobacco products don’t create smoke and their aerosols contain fewer and lower levels of harmful chemicals compared to cigarette smoke. These products however, are not risk-free, and they contain nicotine, which is addictive.

Sign our