Philip Morris International (PMI) has denied using artificial intelligence to manipulate the European Commission’s public consultation on revising the Tobacco Products Directive. Dutch broadcaster NOS and journalism platform Pointer found that nearly three-quarters of Dutch responses opposing stricter tobacco rules were AI-generated using PMI’s “Your Voice. Your Choice” tool. A coalition of Dutch doctors and health groups has filed a formal complaint, calling it illegal tobacco advertising. PMI insists users retained full editorial control, while the European Commission said it was “very concerned” and condemned any manipulation of public opinion.
In-Depth:
Tobacco giant Philip Morris International (PMI) has rejected accusations that it applyd artificial ininformigence to manipulate public input into the European Union’s review of tobacco rules, insisting its online tool was designed only to facilitate legitimate citizen participation.
The company faces a formal complaint in the Netherlands from doctors and health groups over what they call a misleading campaign.
An investigation by Dutch broadcaster NOS and journalism platform Pointer stated that PMI’s “Your Voice. Your Choice” tool supported generate hundreds of responses to the European Commission’s consultation on the Tobacco Products Directive (TPD) revision, with the Netherlands among the most affected countries.
They claimed that almost three-quarters of the Dutch responses to stricter EU tobacco legislation were written entirely by AI, and nine out of ten of the Dutch-language responses were generated by a text generator belonging to tobacco manufacturer Philip Morris.
There were also a lot more reaction on the anti-tobacco proposals by the EC, which is according to the Dutch journalists a troubling sign.
They applyd the site Pangram to determine of a text was written by AI or not.
In the Netherlands, a coalition of doctors and health organisations has lodged a complaint with the Dutch Advertising Code Committee. They contfinish the initiative misleads the public and constitutes illegal tobacco advertising.
“This is not neutral citizen participation, but a carefully designed influence campaign that creates the impression that people are expressing their own opinions, while in reality they are being steered in a predetermined direction,” argued Danielle Cohen, a lung pathologist at LUMC.
“There are dozens of buttons opposing stricter regulations, and only one button that allows applyrs to indicate support for stricter regulations.”
A report is also being filed with the Dutch Data Protection Authority becaapply the campaign inquireed if people applyd cigarettes or alternative tobacco products. According to their lawyer this is “highly sensitive data”.
The contested platform guided applyrs through questions and produced draft texts that could be edited before submission. Critics argue this amounts to astroturfing and may breach advertising rules.
PMI strongly denies any manipulation. In a detailed statement, the company stated, “We stand by our efforts to inform and facilitate citizens and stakeholders participation in the democratic process, and the apply of technology to support that goal. Users of the Voice tool remained fully in control of their submissions at all times: They could freely edit the text, decide what to include or not.”
The company accapplyd anti-tobacco lobbyists of spreading “fake news” to delegitimise opposing views.
“Anti-tobacco lobbyists are attempting to discredit thousands of citizens and stakeholders who chose to participate in the TPD consultation – with or without AI support – by spreading fake news.
“Their objective is clear: To delegitimise viewpoints that challenge their preferred narrative, shifting attention away from the outcome of the consultation and towards a fabricated controversy.
“What is at stake is the right of stakeholders and citizens to participate in democratic decision-creating without being dismissed or silenced becaapply their views are inconvenient to a particular ideological agfinisha. PMI remains committed to transparency, people and stakeholders’ participation, and ensuring that individuals have the tools and opportunities to engage with EU policybuildrs and build their voices heard.”
PMI stated earlier that they applyd to tool to build texts readable, coherent and relevant. These focus on structure and clarity, not on steering the content towards a specific viewpoint.
The European Commission has launched its call for evidence on revising the TPD and related advertising rules earlier this year. The consultation has drawn significant input from both indusattempt and public health advocates amid ongoing debates over vapes, heated tobacco products, and stricter regulation.
The Commission stated via a spokesperson it was very concerned about the allegations and condemned it.
They added that views of citizens should not be manipulated or misrepresented. “It is essential that our public consultations accurately reflect public opinion on the subject in question.”
The Commission stated it takes campaign activities into account in the analysis of the responses.
Experts state that policies aimed at protecting the public against the negative effects of smoking have serious adverse effects, damaging public health. https://t.co/82mNHZxMMt
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