Revealed: tobacco giant's secret new weapon in the age of smoking bans

AS STRICT indoor smoking bans come into force across Victoria this weekend, tobacco giant Philip Morris has secret plans to launch Australia's first hand-held electronic smoking device, which it claims will reduce second-hand smoke by more than 90 per cent.

The controversial "Heatbar" is about the size of a mobile phone and is said to heat specially designed cigarettes without burning them.

Confidential documents seen by The Age reveal Philip Morris' marketing plan for the device, which it claims will usher in a "new movement in smoking, where art meets technology".

"The heating elements inside Heatbar respond when you take a puff," the documents claim. "The specifically designed cigarette is gently toasted and never burnt." And unlike normal cigarettes, the device is said to deliver an "aerosol which gives the consumer the flavour and aroma associated with smoking".

Philip Morris also says the device cuts harmful substances associated with cigarettes, including carbon monoxide. It will be sold from a concept store, The New Movement Tobacconist, to open in Chapel Street, South Yarra, and to be modelled on a similar outlet in Switzerland.

The move has provoked a furious response from Quit Victoria, with acting director Suzie Stillman urging the Federal Government to introduce a licensing system for all tobacco products. "Without this system, the tobacco industry will continue to use the Australian public as laboratory rats for their latest gimmicks," Ms Stillman said.

She said there was no scientific evidence to suggest that smoking cigarettes with the Heatbar was any safer.

Philip Morris patented the Heatbar technology in the US in 2004 and opened a "lounge-bar" by the same name in Zurich, Switzerland, last year. The venue sells and promotes the device along with four brands of compatible cigarettes named Jag, Drift, Muse and Solano.

It is believed the same four brands will be available at the company's Melbourne store.

Yesterday, Philip Morris spokeswoman Nerida White would not confirm if the device would be sold in Melbourne, but said the product had been discussed with the Federal Government. "I can't speculate on what we might be doing in the future, but I can tell you that when (the store) opens it will be selling Philip Morris brands and competitors' products too," Ms White said.

She said the the company, which sells more than 4 billion cigarettes a year in Australia, would gain a "first-hand insight into how retailing works" from its Chapel Street outlet, which was due to open by late July.

Cancer Council Victoria director Professor David Hill said the technology was part of the industry's long-term strategy to portray tobacco products as fashionable and desirable to the young. "If the proposal is indeed technically legal, Philip Morris seem to have issued an invitation to government to respond with appropriate legislation or regulation," Professor Hill said.

A spokesman for Victoria's Department of Human Services said any reform of tobacco regulations would be a federal responsibility.

Quit Victoria is planning a petition to pressure Stonnington Council to review the granting of a planning permit for the store.

A council spokesman said it was unable to revoke planning approval because the shop complied with guidelines.