Philip Morris reprimanded over AI campaign on EU tobacco rules

The Dutch advertising standards watchdog RCC has reprimanded Philip Morris over an AI-powered campaign that it said breached the country’s tobacco advertising ban. The campaign encouraged the public to respond to an EU consultation as Brussels prepares its biggest tightening of tobacco rules in 15 years.

Philip Morris placed yellow posters with QR codes in tobacco shops under the slogan “Your Voice Your Choice.” The codes led users to a tool that asked multiple-choice questions and offered to generate first-person responses for submission to the European Commission. NOS and Pointer found that Philip Morris used AI to generate hundreds of fake “citizen” responses opposing tougher EU rules on vapes and other cigarette alternatives, which now account for 40% of the company’s revenue.

Some 71% of responses from the Netherlands were written by AI, the second highest share after Portugal. The RCC said the tool was paid for and owned by Philip Morris, and that presenting the campaign as public consultation did not remove its commercial character. A formal complaint filed in June by doctors and healthcare campaigners argued that the campaign used AI to influence European decision-making on tobacco and nicotine products.