Philip Morris declines heated tobacco launch in Uruguay

Philip Morris International has decided not to launch its heated tobacco devices in Uruguay, citing a “very hostile” regulatory environment. Matías O'Farrell, Vice President of the company, stated that while the firm had analyzed a market entry when such products were previously permitted, high taxes, neutral packaging requirements, and strict regulations made the launch unfeasible.

The company noted that current regulations treat heated tobacco devices with the same restrictions as traditional cigarettes, preventing brands from using color or advertising to explain the product to consumers. O'Farrell expressed surprise at the recent government decision to reverse previous authorizations and maintain the prohibition of electronic heated tobacco devices under the administration of Yamandú Orsi.