In 1998, Philip Morris USA created a Youth Smoking Prevention department with the objective of helping to prevent kids from smoking cigarettes. We are committed to this effort because we firmly believe that kids should not smoke cigarettes or use other tobacco products and that we can play an important role in addressing this issue.
Youth tobacco use is a complex issue for which there is no one simple solution. There is no single reason why young people engage in risky behaviors, such as experimenting with cigarettes, alcohol or drugs. Experts point to a variety of societal, environmental and personal factors that must be considered to help prevent these behaviors, and recommend a multi-faceted approach.
That's why we support programs and initiatives that take a positive youth development approach to reducing underage tobacco use. Positive youth development theory says that emphasizing protective factors in kids’ lives, like positive relationships and activities, can enhance their personal strengths and self-confidence. Reducing risk factors minimizes kids’ exposure to negative peer pressure and risky products. Altogether, this enables kids to make healthy decisions and resist a broad range of risky behaviors, like using tobacco products.
