Eight in 10 people believe misinformation undermines the adoption of critical innovations
Nine in 10 people say it’s important for regulators to ensure public access to accurate information about innovations and to establish clear and fair regulations
Andrzej Dabrowski, Vice President Middle East and North Africa, PMI.
Dubai, UAE – July28, 2025 – The challenges facing our world can overwhelm, but most people strongly believe in innovation’s potential to address the most critical issues in the next 10–20 years, according to the results of a new independent survey commissioned by Philip Morris International. Conducted by Povaddo in 10 countries in Africa, the Americas, Asia, and Europe, the survey and resultant white paper “Innovation Under Pressure: Navigating Complexity to Drive Change” explore the challenges innovation must overcome to drive societal change, including misinformation, outdated biases, and policymakers’ inability to keep up with rapid technological advances.
The multinational survey provides valuable insights into public perceptions of innovation and the challenges obstructing progress. For instance, around three in four respondents (71%) believe disruptive innovation can enable vaccine development and deployment, and nearly two-thirds (62%) think innovation can ensure quality and affordable healthcare for all. Opinions are more divided on innovation’s capacity to reduce smoking rates (49%) reflecting the complexities and entrenched beliefs associated with this issue.
While citizens are excited about the opportunities technology and innovation can bring in the next few years (76% agree), most (74%) also agree the debate on new innovations is polarized causing consumer confusion. Moreover, eight in 10 people across the 10 countries say misinformation is undermining progress.
“We are a company that has leaned heavily into science and technological innovation to create better alternatives to cigarettes, to the benefit of public health globally,” saidAndrzej Dabrowski, Vice President Middle East and North Africa, PMI. “While we sometimes encounter resistance as we move adult smokers away from cigarettes—the most harmful form of nicotine use—this often stems from misunderstanding. It’s crucial for everyone, especially policymakers, to review the scientific and public health evidence and make informed decisions based on facts rather than outdated assumptions.”
Dabrowskiadded, “The body of evidence supporting smoke-free alternatives to cigarettes is growing. For instance, Sweden boasts the lowest smoking rate in Europe, and Japan has seen a 45% drop in cigarette smoking prevalence since 2014, the year heated tobacco products were introduced. We are also encouraged by the positive steps being taken in the Middle East, where there is a growing recognition of the potential benefits of smoke-free alternatives. This proactive approach to public health and innovation is commendable and sets a strong example for others to follow.”
The sheer pace of innovation in the 21st century brings a spate of challenges. Indeed, around two-thirds of study participants (64%) worry that technological change is coming on too fast for society and economies to adapt. Respondents also pointed to insufficient information on the benefits and risks of these innovations, public skepticism and mistrust (often fueled by social media), and thorny ethical concerns. Citizens want their regulators to act to speed the adoption of advancements poised to have a positive impact. A strong majority (90%) of respondents say it’s important for regulators to ensure public access to accurate information about innovations and to establish clear and fair regulations. Additionally, 87% emphasized the importance of regulators tackling misinformation, 83% highlighted the criticality of collaboration between the private and public sectors, and 82% percent cited the need to foster an open and balanced public debate on emerging innovations.
The “Innovation Under Pressure: Navigating Complexity to Drive Change” white paper provides a comprehensive analysis of the current innovation landscape, highlighting opportunities and challenges in industries including clean energy, AI, and biotechnology. In it, PMI calls on governments, public health authorities, and civil society to embrace positive change and engage in good faith dialogue grounded in science and evidence. By bringing relevant parties together to address the complexities involved, society can unlock the full potential of innovation to drive positive change and address some of humanity’s most pressing issues.
The white paper is based on an international survey conducted by Povaddo between December 13 and 27, 2024. The survey included 10,250 general population adults aged 21 and older in 10 countries: Argentina, Brazil, France, Italy, Mexico, South Africa, South Korea, Spain, the United Kingdom, and the United States. The results are accurate to a margin of error of ±1 percent at the overall level.
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Philip Morris International: A Global Smoke-Free Champion
Philip Morris International is a leading international consumer goods company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector. The company’s current product portfolio primarily consists of cigarettes and smoke-free products, including heat-not-burn, nicotine pouch and e-vapor products. As of December 31, 2024, PMI’s smoke-free products were available for sale in 95 markets, and PMI estimates they were used by 38.6 million adults around the world. The smoke-free business accounted for 42% of PMI’s first-quarter 2025 total net revenues. Since 2008, PMI has invested over $14 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes. This includes the building of world-class scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies.
Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches and versions of PMI’s IQOS devices and consumables – the first-ever such authorizations in their respective categories. Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA. With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness and healthcare areas and aims to enhance life through the delivery of seamless health experiences. References to “PMI”, “we”, “our” and “us” mean Philip Morris International Inc., and its subsidiaries. For more information, please visit www.pmi.com and www.pmiscience.com.
Feras Hamzah
Phillip Morris Management Services (Middle East) Limited
+971 (56) 520 0982
Mohammad Moallem
Memac Ogilvy
+971 (56) 567 4409