A survey of public opinion was conducted throughout Georgia in September 2024 regarding public health, including issues related to smoking and tobacco harm reduction. The survey results found that just over one-half of respondents (53%) believe that public health in Georgia is getting worse. This viewpoint is more prevalent among younger respondents 18-39 years of age versus older respondents 60+ years of age (60% and 42%, respectively).
At a conceptual level, respondents agree that public health can be improved with harm reduction measures. Specifically, 81% of respondents say they agree with this statement: “Public health can be improved by implementing policies and programs which seek to minimize the impact of harmful behaviors when it is not possible to have people stop these harmful behaviors altogether.” Smoking is a prime example of a type of harmful behavior.
On the topic of smoking and tobacco, most respondents (58%) do not think the country has been making progress in the fight against smoking.
- Among those respondents who are aware of the Quit Smoking Hotline (54%), there are mixed feelings on its effectiveness. Roughly one-in-three (35%) say the Quit Smoking Hotline is effective while 41% say it is ineffective; the remaining 24% are simply unsure.
- Furthermore, most respondents (65%) agree that prohibitionist and restrictive measures towards smoke-free products are not effective.
There is support for other tobacco harm reduction approaches like encouraging adult smokers to switch from cigarettes to less risky smoke-free alternatives. For example, seven-in-ten (70%) respondents agree that the government should do all it can to ensure that adult smokers who do not quit smoking switch to less risky alternatives. In addition, respondents expressed support for access to information on smoke-free alternatives as well as taxing and regulating these products differently than cigarettes to help encourage people to switch from smoking.
- 74% of respondents agree that “adult smokers should be given accurate, scientifically substantiated information that smoke-free alternatives are less risky than continued smoking, even if these alternatives are not risk-free.”
- 60% of respondents agree that “if an alternative to cigarettes is proven to be less risky than continued smoking, this product should be regulated and taxed differently than cigarettes as a way to encourage smokers to switch.”
About the survey
Philip Morris International commissioned its US-based global public opinion research agency, Povaddo, to conduct a survey of n=1,000 adults throughout Georgia regarding public health, including issues related to smoking and tobacco harm reduction. Face-to-face interviews were conducted throughout all regions of Georgia’s controlled territory September 13-27, 2024 using a Georgia-based research fieldwork supplier, ACTR. The sample sizes for each region were determined in proportion to the population size of those areas, and the results were weighted based on demographic data (age and gender) based on the national survey conducted by Geostat in 2014. The margin of error associated with this sample is 3.1% at a 95% confidence level.
William Stewart, President and Founder of Povaddo, commented: “One of the key takeaways from the survey is the widespread support for the general concept of harm reduction. When we focus specifically on tobacco harm reduction, the data becomes even more compelling: approximately 70% of Georgian adults—three out of four respondents—believe the country should support efforts to help smokers transition to less harmful alternatives.
“Another significant insight is the critical role that access to accurate, science-based information plays. People need clear, trustworthy information in order to make informed decisions about alternative tobacco products. This is especially true for smokers, who often lack the necessary knowledge to evaluate their options.
“Ultimately, the main point is that information empowers choice. The public—beyond just smokers, encompassing society at large—shows strong interest in a more pragmatic, alternative approach to tobacco use. Rather than solely advocating for complete cessation, there is growing enthusiasm for strategies that promote switching to safer products. This idea resonates widely, and the public’s receptiveness suggests that tobacco harm reduction is not only viable—it’s a winning proposition.”
Yuriy Gordok, PMI General Manager in Caucasus, commented: “Cigarettes remain the most harmful method of consuming and delivering nicotine to the body. Fortunately, there are less harmful alternatives available. Research indicates that Georgia has made commendable progress through its Tobacco Control Law—creating smoke-free public spaces, introducing standardized packaging, and implementing other key measures.
“However, these steps alone have not been sufficient to produce a noticeable decline in smoking rates. Georgia has the potential to advance more rapidly, particularly by adopting regulatory frameworks that ensure smokers have access to scientifically validated information about alternative products. Such models are already in place in various countries, and global experience shows they can support meaningful progress.
“Our findings reveal a clear and growing demand within Georgian society for accurate, science-based information on alternatives to smoking—both to support cessation efforts and to inform those who are unable or unwilling to quit. The public wants to understand which products can genuinely reduce health risks, and this demand is rising year by year. Enabling access to credible information is not only a public health imperative—it’s what the public is actively calling for.”
