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In the mood for a smoke

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The CEO of Philip Morris International told a Boston audience something they were surprised to hear from the head of the worlds largest cigarette company: We are trying to achieve a smoke-free world. PMI CEO Andr Calantzopoulos told the Boston College Chief Executives Club on Friday that he believes the best strategy for achieving that goal is not through the current strategies of regulation and restriction but rather by offering smokers an alternative. This is the thinking behind PMIs $ 6 billion investment in their new heat not burn IQOS product (pronounced EYE-kose), designed to give smokers an experience similar to cigarettes but with fewer health risks

The legislation that the EU put together was called the Tobacco Product Directive