Philip Morris USA
A major United States tobacco company and Altria subsidiary whose portfolio includes Marlboro, Parliament, Virginia Slims and other nicotine brands.
Last updated November 3, 2026
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Overview
Philip Morris USA (PM USA) is an American tobacco company and a subsidiary of Altria Group. It manufactures and markets cigarettes and other nicotine products for the United States market, with a portfolio led by Marlboro and supplemented by brands such as Parliament, Virginia Slims, Benson & Hedges, Merit, L&M, Basic and Chesterfield. The company is distinct from Philip Morris International, which manages the former Philip Morris business outside the United States. The two businesses were separated in 2008, leaving PM USA focused on domestic operations and PMI responsible for international markets. The business traces its corporate history to Philip Morris’s tobacco enterprise, which was incorporated in New York in 1902. Its American manufacturing presence developed substantially in Richmond, Virginia, beginning in 1929. During the twentieth century, PM USA expanded through brand development, national distribution, packaging innovation and mass-media advertising. It became the leading U.S. cigarette manufacturer by sales in 1972, a position associated particularly with the growth of Marlboro. The company also helped popularize packaging and product formats including filtered cigarettes and the flip-top box. PM USA’s business is organized around selling tobacco and nicotine products to adults who meet the legal purchasing age. Its own marketing-practices statements say that product communications are directed to adult nicotine consumers aged 21 and that the company uses age verification and other measures intended to reduce exposure among minors and nonsmokers. Federal and settlement-related restrictions shape how cigarette products can be advertised, sponsored and distributed. The company also states that it has declined third-party requests to place or reference its cigarette brands in films, television programs and other public entertainment media since 1990. The company’s history has been inseparable from the public-health, regulatory and litigation controversies surrounding the tobacco industry. In the late 1990s and early 2000s, PM USA and its parent company used corporate-image advertising to present the business as a responsible corporate citizen and to discuss issues including youth smoking prevention and smoking risks. These campaigns attracted criticism from public-health organizations and researchers, who argued that they could improve the company’s reputation while deflecting attention from tobacco-related harms. Tobacco litigation, state settlement agreements, restrictions on advertising and continuing scrutiny of industry marketing have remained important parts of its operating environment. PM USA remains a domestic operating company within Altria’s tobacco group, with its principal corporate and manufacturing presence in the Richmond area. Its current public positioning emphasizes responsible marketing to legal-age adult consumers, continued management of combustible cigarette brands and participation in Altria’s broader effort to develop alternatives to conventional smoking. It should not be confused with Philip Morris International or with unrelated companies using the Philip Morris name in other countries.
History
Philip Morris USA’s corporate lineage reaches back to the tobacco business associated with Philip Morris, whose enterprise began in London before the American business was incorporated in New York in 1902. The company established cigarette manufacturing in Richmond, Virginia, in 1929, creating the foundation for a long-term production and employment presence in the city. Richmond later became the center of PM USA’s domestic manufacturing network and, after Altria moved its headquarters there, an important location for the broader corporate group. During the 1930s, Philip Morris developed national recognition for its cigarette brands through radio, print and live promotion. Johnny Roventini, a bellhop who became a distinctive advertising personality, was used as a recognizable “living trademark” for the Philip Morris brand. The company continued to invest in mass-media advertising and product development through the postwar period. It introduced or promoted innovations including filtered cigarettes and the flip-top package, helping cigarette brands compete through convenience, packaging and differentiated positioning. Marlboro’s later growth transformed the company’s position in the United States. By 1972, Philip Morris had become the leading U.S. cigarette manufacturer by sales. Marlboro became its dominant brand, while Parliament, Virginia Slims, Benson & Hedges, Merit, L&M, Basic and other labels addressed different segments and consumer preferences. The company also operated in smokeless tobacco and related nicotine categories at different points in its history. In 1985, Philip Morris Companies became the holding-company structure for the tobacco business and other consumer businesses. The parent later changed its name to Altria Group in 2003. The 2008 separation of Philip Morris International from Altria reorganized the global business: PM USA continued to serve the United States, while PMI operated the former international tobacco business. The separation also made the legal, regulatory and market differences between U.S. and international tobacco operations more explicit. PM USA’s modern history has been shaped by tobacco litigation, government regulation and public-health criticism. In the 1990s and early 2000s, the company and its parent used corporate-image campaigns that highlighted charitable activity, youth-smoking prevention and acknowledgment of smoking risks. Academic analysis and advocacy groups questioned the motives and effectiveness of these initiatives, treating them as reputation-management efforts conducted during intense legal and political pressure. Restrictions associated with federal law and tobacco settlement agreements limited practices such as outdoor advertising, branded sponsorships, paid product placement, promotional merchandise and the use of cartoons. The company also states that it has rejected third-party entertainment placement of its cigarette brands since 1990. The Richmond manufacturing center became increasingly important as domestic production was consolidated. A 2013 account described the South Richmond facility as the company’s principal U.S. cigarette plant and reported production at a scale sufficient to represent a substantial share of cigarettes sold in the country at that time. PM USA continues to operate as an Altria subsidiary, marketing established combustible brands while participating in the parent group’s efforts to develop and commercialize non-combustible nicotine products. Its current public communications emphasize adult-only marketing, age verification and compliance with applicable tobacco rules, while the company remains subject to the broader health and regulatory controversies associated with cigarettes and nicotine.
- 2013
Richmond plant marks forty years
[5]The South Richmond manufacturing center marked four decades of operation and was described as the company’s principal U.S. cigarette manufacturing site.
- 2008
Philip Morris International spun off
[7]The international tobacco business was separated from Altria, leaving PM USA focused on the U.S. market.
- 2003
Parent renamed Altria Group
[8]Philip Morris Companies changed its corporate name to Altria Group.
- 1999
Corporate-image campaign begins
[4]The “Working to make a difference” campaign presented Philip Morris as a socially engaged corporate citizen and addressed smoking risks and youth smoking.
- 1985
Philip Morris Companies holding structure created
[8]Philip Morris Companies became the holding-company structure for the tobacco business and other consumer operations.
- 1972
Becomes leading U.S. cigarette manufacturer
[7]Philip Morris reached the top position among U.S. cigarette manufacturers by sales, a position closely associated with Marlboro’s growth.
- 1933
Philip Morris brand promotion expands
[9]The company introduced the Philip Morris English Blend cigarette and used Johnny Roventini as a prominent advertising personality.
- 1929
Richmond manufacturing begins
[8]Philip Morris began cigarette manufacturing in Richmond, Virginia, creating the company’s enduring U.S. production base.
- 1902
American company incorporated
[7]The American Philip Morris business was incorporated in New York, establishing the corporate foundation from which PM USA developed.
Products and positioning
A leading U.S. tobacco company serving adult nicotine consumers, with a premium-led cigarette portfolio and a stated focus on responsible marketing and reduced-risk product development.
Cigarettes
Marlboro
PM USA’s leading cigarette brand and the central pillar of its U.S. portfolio. Marlboro is sold in multiple package and strength variants and has historically been positioned as a major premium cigarette brand in the American market.
Cigarettes
Parliament
A PM USA cigarette brand distinguished in its traditional positioning by recessed-filter designs and premium-market presentation. It remains one of the company’s named U.S. cigarette brands.
Cigarettes
Virginia Slims
A cigarette brand historically marketed with a slim format and female-oriented brand identity. Virginia Slims is part of PM USA’s long-standing U.S. brand portfolio.
Cigarettes
Benson & Hedges
A premium cigarette brand included among PM USA’s major U.S. offerings, with variants and packaging managed for the domestic market.
Cigarettes
Merit
A PM USA cigarette brand historically associated with lower-tar and taste-positioning claims within the U.S. cigarette market.
Cigarettes
L&M
A cigarette brand marketed by PM USA in the United States as part of its multi-segment portfolio.
Cigarettes
Basic
A value-oriented cigarette brand in PM USA’s domestic portfolio, intended to serve consumers seeking a lower-priced cigarette option.
Controversies
2026
Albuquerque sues eight tobacco companies over cigarette butt litter
The City of Albuquerque filed a lawsuit against eight tobacco companies, including Philip Morris USA, Altria Group, R.J. Reynolds Tobacco Company, Reynolds American, Santa Fe Natural Tobacco Company, British American Tobacco P.L.C, Liggett Group and BSR Distributing. The city seeks to recover costs of cleaning up cigarette butts from streets, sidewalks, waterways, arroyos and public places. Albuquerque alleges the companies continue to produce non-biodegradable filters despite knowing they create waste.
2000
Image advertising during tobacco litigation
Academic analysis connected a new corporate advertising wave to major tobacco litigation, including the Engle punitive-damages verdict, and examined the advertisements as a response to legal and reputational threats.
1999
Corporate-image and youth-smoking campaign criticism
Public-health organizations criticized Philip Morris’s large corporate-image and youth-smoking-prevention advertising effort, alleging that its primary effect was to improve the company’s reputation rather than materially reduce youth smoking.
Marketing campaigns
- 2010Moving Beyond Smoking
United States
An Altria public-relations campaign associated with Philip Morris USA promoted the idea that the company was developing products and strategies beyond conventional cigarettes.
Outcome. Public-health researchers and advocates disputed the campaign’s framing and questioned whether such communications represented a genuine transition or a promotional strategy.
- 2000Post-Engle corporate image advertising
United States
Following the Engle litigation’s punitive-damages verdict, Philip Morris aired a differently framed corporate advertisement as part of its continuing effort to influence public perceptions during major legal challenges.
Outcome. The campaign formed part of a broader sequence of image advertisements analyzed as efforts to humanize the company and defend its legitimacy.
- 1999Working to Make a Difference: The People of Philip Morris
United States
A national corporate-image campaign presented Philip Morris, Kraft Foods and Miller Brewing as responsible corporate citizens. Its advertisements highlighted charitable activity, youth-smoking prevention and the company’s acknowledgment that cigarettes are addictive and not safe.
Outcome. The campaign received broad attention but was criticized by public-health advocates and commentators as reputation management during tobacco litigation and regulatory pressure.
Brand decisions
2008
Separate international and U.S. tobacco operationsStrategyBackground
Altria and Philip Morris reorganized their global tobacco businesses amid different market, legal and regulatory environments.
Action taken
Philip Morris International was spun off, while Philip Morris USA remained Altria’s U.S.-focused tobacco subsidiary.
Aftermath
PM USA continued domestic manufacturing and marketing, while PMI operated the former international business outside the United States.
1990
Decline third-party entertainment placementStrategyBackground
The company faced increasing scrutiny over the visibility of cigarette brands in popular entertainment.
Action taken
PM USA states that it adopted a policy of declining requests to use, display or reference its cigarette brands in movies, television and other public entertainment media.
Aftermath
The policy became part of the company’s stated marketing restrictions and responsible-marketing position.
Recent events
- Unconfirmed
BAT files patent-infringement claims over IQOS technology[17]
Reported:
British American Tobacco filed patent-infringement claims against Philip Morris International and others, alleging that the heating technology used in PMI’s IQOS devices infringed BAT patents. BAT sought damages and an injunction on imports; the article does not report a court determination.
Albuquerque sues eight tobacco companies over cigarette butt litter[12]
Reported:
The City of Albuquerque filed a lawsuit against eight tobacco companies, including Philip Morris USA, Altria Group, R.J. Reynolds Tobacco Company, Reynolds American, Santa Fe Natural Tobacco Company, British American Tobacco P.L.C, Liggett Group and BSR Distributing, seeking to recover costs of cleaning up cigarette butts from streets, sidewalks, waterways, arroyos and public places. The city alleges the companies continue to produce non-biodegradable filters despite knowing they create waste.
Philip Morris USA sues Don Abram Harris Cigars over Marlboro Man cigar[13]
Reported:
Philip Morris USA filed a lawsuit against Don Abram Harris Cigars in the U.S. District Court for the Eastern District of Virginia, seeking to stop the cigar company from using the Marlboro Man name, destroy existing Marlboro Man-branded products and advertising materials, and obtain monetary damages and attorney's fees. The suit follows Don Abram Harris Cigars' own $8 billion lawsuit against Philip Morris USA and a USPTO nonfinal action rejecting Harris' Marlboro Man trademark application.
- Unconfirmed
Denver sues tobacco companies over cigarette butt litter cleanup costs[14]
Reported:
The City of Denver filed a 72-page lawsuit against 10 cigarette companies, including Philip Morris USA and R.J. Reynolds Tobacco Co., accusing them of creating a public nuisance by selling cigarettes with environmentally persistent synthetic plastic filters. The lawsuit seeks unspecified damages and a court order requiring the companies to prevent, reduce, manage, remove, or remediate cigarette-filter impacts.
- Unconfirmed
Denver sues tobacco companies over cigarette butt litter cleanup costs[15]
Reported:
Denver filed a lawsuit in district court against Philip Morris USA, Altria Group, R.J. Reynolds Tobacco Company, Reynolds American, Santa Fe Natural Tobacco Company, British American PLC, ITC Brands, Liggett Group, Liggett Vector Brands and Peerless Products, seeking to recover costs for cleaning up discarded cigarette butts and damage to city infrastructure, stormwater systems and waterways. The city alleges public nuisance, trespass, negligence and product liability violations related to non-biodegradable cellulose acetate filters.
Denver sues tobacco companies over cigarette butt litter cleanup costs[16]
Reported:
The City and County of Denver filed a lawsuit in state court on Aug. 7, 2026, against nine major tobacco manufacturers and one distributor, including companies behind Marlboro, Newport and Camel, seeking compensation for environmental damage caused by non-biodegradable plastic cigarette filters to municipal property, infrastructure, stormwater systems and waterways.
Sources17 sources
- 1Philip Morris USA official websitephilipmorrisusa.com
- 2Philip Morris USA marketing practicesphilipmorrisusa.com
- 3Philip Morris USA marketing restrictionsphilipmorrisusa.com
- 4Working to make an image: an analysis of three Philip Morris corporate image media campaignspmc.ncbi.nlm.nih.gov
- 5Philip Morris marks a milestonevirginiabusiness.com
- 6Jon Moore, Altria leadership profilealtria.com
- 7American company incorporateden.wikipedia.org
- 8Richmond manufacturing beginsballotpedia.org
- 9Philip Morris brand promotion expandsen.wikipedia.org
- 10Moving Beyond Smokingtobacco-img.stanford.edu
- 11Corporate-image and youth-smoking campaign criticismassets.tobaccofreekids.org
- 12Albuquerque sues eight tobacco companies over cigarette butt litterkob.com
- 13Albuquerque sues eight tobacco companies over cigarette butt litterhalfwheel.com
- 14Albuquerque sues eight tobacco companies over cigarette butt litterindependent.co.uk
- 15Albuquerque sues eight tobacco companies over cigarette butt littergazette.com
- 16Albuquerque sues eight tobacco companies over cigarette butt litterwestword.com
- 17Albuquerque sues eight tobacco companies over cigarette butt littermarketing-interactive.com
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