Philip Morris AI Lobby Campaign Violates EU Tobacco Advertising Rules

The Dutch Advertising Code Committee (Reclame Code Commissie) ruled that Philip Morris International’s “Your Voice” AI‑driven campaign breached the EU tobacco advertising ban. The campaign placed yellow billboards with QR codes that directed users to a paid AI tool which generated pro‑industry statements opposing stricter tobacco legislation, which users could paste into the European Commission’s public consultation portal.

The complaint was filed by a coalition of doctors supported by health charities, who said the scheme masqueraded as citizen participation while steering opinions. Philip Morris argued the tool was a neutral platform, but the committee said the messages promoted alternative tobacco products and constituted commercial advertising, a punishable offence. The company may appeal the decision, which sets a precedent for AI‑based lobbying across Europe.