Altria's companies make some of the most iconic brands. Our companies make tobacco products and wine for adults. Society expects us to market them responsibly. We completely agree. That's why our goal is to build relationships between our brands and their adult consumers while taking steps designed to limit reach to unintended audiences.

Our companies' marketing approach is guided by our Vision to responsibly lead the transition of adult smokers to a smoke-free future. "Responsibly leading" means we must limit reach, access and appeal to unintended audiences, including youth and adults who don't use tobacco.

In fact, "marketing responsibly" is a key pillar of our underage tobacco prevention framework, and imperative to our success in transitioning adult smokers away from harmful combustible cigarettes and fully achieving tobacco harm reduction. That is why our responsible marketing practices are also referenced throughout the chapters of the 2019 Corporate Responsibility Progress Report – our progress in these areas is interdependent. We specifically outline the policies, processes and practices that govern our brands’ approach to responsible marketing and connecting with consumers, and the important ways our trade partners help us limit reach to unintended audiences. 
Jon Moore Photo

Jon Moore

President & CEO
Philip Morris USA

"By 2030, we will responsibly lead the transition of adult smokers to a smoke-free future. I’m confident that our deep experience in understanding and connecting with our adult tobacco consumers will be an important asset for our success. But as we explore new ways of engaging with adult consumers on their transition journeys, maintaining a lens of responsibility is critical – our number one priority and foundational to how we do business."

The cornerstone of our approach to marketing responsibly is compliance with all legal, regulatory and internal policy requirements. We work hard to instill a culture of responsibility throughout our marketing and sales organizations and with our business partners. Marketing programs vary among our tobacco companies and their brands. But the focus remains the same – to responsibly grow market share by enhancing brand awareness, rewarding loyalty and driving competitive transition among adult tobacco consumers – all while limiting our reach to unintended audiences, including non-users and those under the legal age to purchase tobacco products. 
We believe adult tobacco consumers' preferences are likely to continue to evolve at an increasing rate, driving more changes for the tobacco industry. Our businesses will need to continue to respond and adapt. Our companies’ focus on consumer-centricity is and will be essential to meet and exceed these changing expectations – whether through new products, new ways of connecting with our adult consumers or new experiences at retail. We will continue to be guided by our long-standing responsible marketing practices, taking steps designed to limit reach to unintended audiences. And we are committed to evolving those practices to ensure we remain leaders in marketing responsibly, as we focus on new approaches to transition adult smokers to smoke-free products like IQOS and increasing our adult tobacco consumer loyalty through consumer loyalty programs.

Age Verification

We limit access to our tobacco brand websites to adult tobacco users. We require consumers to confirm that they are adults and meet the website's minimum age requirement. In order to purchase product on an owned e-commerce site, or to access branded marketing materials on our websites, consumers must meet this age requirement either through face-to-face examination of their valid government-issued ID or through our electronic age-verification process.

Electronic age verification works by comparing personal information an individual provides against public-records databases and other third-party data sources to find matching records that independently verify the personal information and confirms that the individual is old enough to access the website. If the individual's age cannot be verified, then they are denied access to the branded marketing portions of our tobacco brand websites, and such consumer cannot purchase products on our e-commerce websites.

To further prevent underage persons from accessing our tobacco brand websites, our sites are compatible with age-filtering software. Such software can be used to block access to websites considered unsuitable for children.

Marketing Practices

Connecting with our Consumers

Marketing activities are intended to connect brands with their adult tobacco and wine consumers by reinforcing the brand identity, positioning and value.

Connecting with the Trade

Our tobacco companies sell their products to wholesalers, who in turn, sell to retailers and other wholesalers.

Federal Regulation of Tobacco

Tobacco and wine products are among the most heavily regulated consumer goods in the world.

Tobacco Settlement Agreements

The Food and Drug Administration began regulating tobacco products against the backdrop of the 1998 Tobacco Settlement Agreements.


Policies guide how our tobacco companies market their products to adult tobacco consumers.

photo of jon moore

Despite New Products and Marketing Plans, Responsibility is Always Crucial

Altria is helping bring IQOS to market. But in a relatively new brand category, responsibility remains at the forefront of our marketing practices. Jon Moore explains why.
2020 Corporate Responsibility Report: Engage & Lead Responsibly Cover Photo

Engage & Lead Responsibly: 2020 - 2021

Altria's CEO and senior management direct our responsibility efforts. Altria's Board of Directors' Nominating, Corporate Governance & Social Responsibility Committee oversees Altria’s public affairs, corporate reputation and environmental and social responsibility strategies.