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.

We make progress against our goal by understanding adult consumers and connecting those consumers with our brands.

Our companies' marketing approach begins with adherence to our Vision and The Altria Way and compliance with all legal, regulatory and internal policy requirements. Our Code of Conduct establishes the basic compliance principles for our businesses in several key areas, including marketing responsibly. 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 companies and their brands. But the focus remains the same – to responsibly grow market share by enhancing brand awareness, rewarding loyalty and driving competitive conversion among adult tobacco consumers.

Age Verification

We limit access to our tobacco brand marketing websites to adult tobacco users. Our sites require age verification, either through face-to-face examination of valid government-issued ID or through our electronic age-verification process, to access marketing related materials.

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 confirm that the individual is old enough to access the website. If the individual's age cannot be verified, then he or she is denied access to the marketing related website content.

To further prevent underage persons from accessing our brand websites, we have registered the sites with providers of age-filtering software. Such software is used to block access to websites considered unsuitable for children.

 


Examples of our tobacco companies’ marketing practices include:

  • connecting with adult tobacco consumers through direct mail and websites;
  • supporting product launches in adult-only facilities;
  • working with retailers to merchandise tobacco products responsibly;
  • denying requests to use their brands in movies, television, video games and other entertainment media; and
  • advertising only in publications that meet the Food and Drug Administration’s proposed criteria.

 

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 converting adult smokers to non-combustible products like IQOS and increasing our adult tobacco consumer loyalty through consumer loyalty programs.

 

Marketing Practices


Understanding Our Consumers

We have a rigorous approach to understanding adult consumers and their preferences through market and consumer research.

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.

Compliance

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.
thumbnail of 2018 corporate responsibility progress report

2018 Corporate Responsibility Progress Report

Get an in-depth look at our focus on responsibility in our 2018 Corporate Responsibility Progress Report.

 

X
Calfornia Residents:Privacy StatementCA Privacy NoticeDo Not Sell My Info
Confirm