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A leaked 2017 lobbying plan prepared by tobacco company Philip Morris says those who oppose its heated tobacco products should be positioned as “harm advocates.”
photo: Royal Bank of New Zealand
A leaked document from tobacco giant Philip Morris says the company should target political parties, including New Zealand First, to campaign for more favourable regulation of its heated tobacco products (HTPs).
RNZ has obtained the 2017 document Designing New Zealand’s Smoke-Free Future, a corporate affairs initiative aimed at lobbying for HTPs and other smoke-free nicotine products to be included as part of the Smoke-Free 2025 Plan.
The lobbying plan by Philip Morris New Zealand (PMNZ) was drawn up in August 2017, when the National-led government was in the process of legalising vaping products. The document lays out a path for HTPs to gain similar recognition.
“We must proactively control the narrative around PMNZ, our products and our potential contribution to harm reduction,” the document states.
“We want to force those who oppose PMNZ’s role in Smokefree New Zealand … into the position that to oppose PMNZ’s RRPs (reduced harm products) is to be against harm reduction, or to be in support of harm reduction.”
Philip Morris claims it wants to stop selling cigarettes — it has not done so, and 62% of its global revenue still comes from tobacco sales — and is positioning its heated tobacco products as part of a smoke-free world.
photo: Royal Bank of New Zealand
Documents obtained by RNZ say PMNZ’s primary goal is to “maintain political pressure to ensure a favourable regulatory framework is in place for all smoke-free alternatives”.
The second goal is to “develop a long-term fiscal strategy for smoke-free products” — focusing on reducing excise taxes on smoking products.
The lobbying strategy suggested targeting New Zealand First and the Maori Party (led by Marama Fox and Te Ururoa Flavell in 2017) to get the HTP approved.
“Use other political stakeholders outside the Māori Party, such as New Zealand First, to promote the inclusion of all smoke-free products as an integral element of the Smoke-Free 2025 plan,” the document says.
The plan also revealed that the tobacco company aims to target the think tank to “advocate for regulatory and fiscal policies for non-combustion products that are proportionate to their risks” rather than cigarettes.
“Take advantage of the position already advocated by the New Zealand Taxpayers’ Alliance, Initiative New Zealand and some public health stakeholders,” it said.
Tobacco reforms under the current government
New Zealand First’s deputy health minister Casey Costello was a board member and chair of the Taxpayers’ Alliance, responsible for tobacco control and e-cigarette policy, before entering parliament.
She recently Cut excise duty on HTP by 50%.
New Zealand First’s Casey Costello has backed off a series of anti-smoking policies put in place by previous governments, saying she has other plans to reduce smoking rates. She said she had no ties to the tobacco industry.
photo: Royal Bank of New Zealand
Costello, who is also customs minister, said the decision means the government has put on hold Emergency Fund: $216 million Tobacco tax cuts.
The dominant HTP on the market is Philip Morris IQOS, in which a tobacco stick is inserted into the device and heated into vapour, rather than burned.
A document on excise tax cuts signed off by Cabinet in May said 7,200 smokers could switch to heated tobacco products because they are cheaper, but it was unclear how much of the tax cuts would be passed on to consumers.
“Given the current monopoly market for this product in New Zealand, it is important to consider the extent to which reductions in excise duty on tobacco products can be passed on to consumers through lower retail prices,” the Cabinet paper said.
From Parliament to the Tobacco Lobby
Radio New Zealand has been seeking comment from Philip Morris for weeks, including whether it would reduce the price of HTP cigarettes, but the company has not responded to text messages, emails or phone calls.
Philip Morris’ two senior corporate communications positions are both held by people who previously held senior roles at New Zealand First.
David Broome was New Zealand First’s chief of staff between 2014 and 2017 and is currently external relations manager for Philip Morris.
Apirana Dawson, who was head of operations and research in Winston Peters’ office from 2013 to 2017 and led the party’s campaigns in 2014 and 2017, is now head of external affairs at Philip Morris.
The Center for Public Health Communications reviewed voting records on smoke-free policies in a document released in August.
The survey found Labour, the Greens and the Maori Cultural Foundation “voted unanimously in favour of progressive smoke-free legislation”, while National mostly did the same, supporting the measures 70 per cent of the time.
“New Zealand First and ACT generally voted against smoke-free policies,” the report said, noting that New Zealand First supported “progressive legislation” only twice out of seven votes, while ACT supported it only twice out of nine.
Costello declined to be interviewed by Radio New Zealand but issued a statement saying it was “unfortunate and inaccurate” to portray her as having links to the tobacco industry.
“I was working in the commercial construction industry in 2017. I had no connection to Philip Morris or the tobacco industry at the time and have had no connection since.”
Costello said she was committed to reducing the harm caused by tobacco, which is estimated to kill about 5000 New Zealanders each year.
“This government is taking a different approach to the last one. We want to reduce smoking by helping people to quit rather than restricting tobacco availability, but our intention remains the same – to get people to stop smoking.”
The “vast majority” of people still smoking are long-term nicotine addicts who need help to quit.
She recently met with frontline smoking cessation service providers to develop a new smoke-free action plan to continue to reduce smoking rates.
“I focus on being the best I can be, and I’m happy to be judged on the results.”
How to deal with HTP?
The leaked documents also show Philip Morris tried to launch a public relations campaign to convince the public that heated tobacco products would help New Zealand become a smoke-free country.
“Use the media to amplify demand for a range of smoke-free alternatives among consumers and other stakeholders,” the document states.
“Launch a PR campaign to provide the best possible environment for PMNZ to negotiate a smoke-free pathway in New Zealand.”
photo: Royal Bank of New Zealand
The report said New Zealand Prime Minister Patrick Mahmood should develop a “long-term fiscal strategy that advocates taxation that is proportionate to risk”.
The tobacco giant appears to have achieved that goal, with Costello saying she cut excise duty on heated tobacco products to encourage smokers to switch to e-cigarettes because “the risk profile of heated tobacco products is similar to that of e-cigarettes.”
But the Cabinet document signed by Costello acknowledges there is no strong evidence that heated tobacco products are safe.
“Given the relatively short time that heat-not-burn tobacco products have been on the market, there is currently no clear evidence that they are significantly less harmful than cigarettes,” the study said.
Documents released by the Department of Health show Costello also sought advice on relaxing regulations on heated tobacco products, but officials opposed the idea.
“There is no evidence to support their use as a smoking cessation tool. We do not recommend any relaxation of the promotion of HTPs. This could exacerbate concerns about youth use and addiction to nicotine products,” health officials said.
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