Prof. Tim Dewhirst, Department of Marketing and Consumer Studies, weighs in on the pledge by the world’s largest listed tobacco company to get rid of cigarettes and replace them with electronic alternatives, discussed in a recent Globe and Mail article. In the story, Philip Morris’ CEO says an upcoming device that is a cross between an e-cigarette and a vaping product will make smokers switch from cigarettes to this new technology. Dewhirst argues that we should be skeptical of the company’s commitment to eliminate cigarettes since the product still makes up a vast majority of its shipments. Dewhirst is an expert in tobacco marketing and public policy.