The maker of such cigarette brands as Marlboro, L&M, Parliament and Chesterfield took out full-page ads in several newspapers in the United Kingdom that said its new ambition in 2018 is to build a smoke-free future and eventually stop selling cigarettes.
The manifesto, as described on the company's web site, is to help people quit smoking traditional cigarettes and to one day replace them all with smoke-free alternatives like e-cigarettes and heated tobacco products.
The company claims the alternatives are less harmful and that "we can achieve a significant public-health benefit only when a large number of these smokers switch from cigarettes to better products."
The Philip Morris ad states: "No cigarette company has done anything like this before. You might wonder if we really mean it."