BACKGROUND: Despite the Republic of Georgia implementing a comprehensive ban on Tobacco Advertisement, Promotion, and Sponsorship (TAPS) for all tobacco products in 2018, Philip Morris International (PMI) has continued to unlawfully promote heated tobacco products (HTPs) and e-cigarettes. This study explores how PMI targeted medical doctors through industry-funded events disguised as educational programs on "tobacco harm reduction."
METHODS: A qualitative study was conducted through in-depth interviews with eight Georgian medical doctors across various specialties (cardiology, oncology, pulmonology, dentistry, and family medicine) who attended PMI-funded events between 2021 and 2023. Event materials—including agendas, press releases, and presentation content—were also analyzed. Thematic analysis was used to identify patterns related to motivations for attendance, awareness of industry tactics, and ethical concerns.
RESULTS: PMI, through the Georgian Institute for Social Research (ISR), organized multiple events marketed as smoking cessation and harm reduction trainings. Former Ministers of Health and prominent medical professionals led these events, using the U.S. FDA’s Modified Risk Tobacco Product (MRTP) authorization of IQOS to promote it as a less harmful alternative to smoking. Many doctors reported being unaware of PMI’s involvement until attending the events and expressed ethical concerns upon realizing the sponsorship. Participants highlighted a need for independent, evidence-based smoking cessation training and greater awareness of the tobacco industry’s manipulative strategies.
CONCLUSIONS: The study reveals how PMI circumvented Georgia’s TAPS laws by covertly engaging medical professionals in promotional activities for IQOS and e-cigarettes. This violates the FCTC Article 5.3. Strengthening tobacco control policies, enforcing transparency in medical education, and providing independent cessation training are essential to counter industry interference.
Implications for Tobacco Control and recommendations:

• Strengthen enforcement of TAPS regulations to prevent covert industry marketing.
• Implement strict policies according to the FCTC 5.3.
• Develop independent, evidence-based smoking cessation programs for healthcare professionals and provide funding for its implementation.