Philip Morris sanctioned for AI-driven tobacco advertising campaign
The Dutch Reclame Code Commissie sanctioned Philip Morris for an AI-powered 'Your Voice Your Choice' campaign that generated personalized arguments against European tobacco regulations and was designed to appear as citizen participation. The campaign violated tobacco advertising prohibitions by promoting alternative tobacco products and manipulating public consultation responses.
What happened
Philip Morris deployed a 'Your Voice Your Choice' campaign using an AI text generator to influence public consultation responses to proposed European Union tobacco regulations. QR codes on yellow posters in tobacco shops directed users to a tool with multiple-choice questions about tobacco products and smoking policy; based on responses, the AI generated personalized text arguments against stricter tobacco laws that users could submit to the European Commission.
A group of doctors supported by De Rookvrije Generatie filed a complaint with the Reclame Code Commissie alleging the campaign constituted illegal tobacco advertising and a carefully designed influence operation disguised as citizen participation.
Reported impact
According to investigation by NOS and Pointer, nearly three-quarters of Dutch responses to the European proposals were fully written by Philip Morris's AI text generator. The Reclame Code Commissie found the campaign conveyed a sense of threat with text stating 'Your freedom of choice is in danger' and steered consumers toward an anti-regulation stance.
Index analysis
The Reclame Code Commissie ruled that despite Philip Morris's claim the tool promoted public participation, the commercial character was evident and the campaign illegally promoted alternative tobacco products including vapes and heated tobacco in a favorable light. The commissie noted that framing advertisements as calls for public consultation does not negate their commercial character.
Governance controls
Philip Morris may appeal the Reclame Code Commissie decision. The Dutch parliament had previously voted against such forms of influence. The European Commission indicated it was alert to the possibility that AI-generated contributions were used in the consultation round.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.