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Philip Morris International deployed an AI tool called 'Your Voice Your Choice' to generate and submit thousands of pre-formatted responses to an EU public consultation on tobacco regulation. The tool steered users toward arguments against stricter rules and, in some cases, added arguments without user consent. This campaign is described as an attempt to manipulate democratic processes and circumvent public health policy commitments.
Philip Morris International reportedly promoted a "Your Voice Your Choice" tool that allegedly generated first-person responses for an EU call for evidence on tobacco regulation. Investigators reportedly linked hundreds of submissions to the tool and found that it allegedly largely steered users toward arguments against stricter rules, sometimes by purportedly adding points they had not selected.
Domain classification, causal taxonomy, severity scores, and national security assessments were LLM-classified and may contain errors.
Using AI systems to conduct large-scale disinformation campaigns, malicious surveillance, or targeted and sophisticated automated censorship and propaganda, with the aim of manipulating political processes, public opinion, and behavior.
Also classified as
The AI tool generated fabricated citizen responses and, in some cases, inserted arguments that users did not actually select.
The incident involves a coordinated, large-scale campaign by a corporate actor using AI to manipulate a public consultation and influence EU political processes.
Human
Due to a decision or action made by humans
Intentional
Due to an expected outcome from pursuing a goal
Post-deployment
Occurring after the AI model has been trained and deployed
The incident was caused by the intentional decision of humans at Philip Morris International to deploy an AI tool to manipulate a public consultation.
Added categories peak at 3: Substantial (Epistemic Harm, Inferred)
Philip Morris International deployed an AI tool to generate over 22,500 fake citizen responses to an EU tobacco regulation consultation. This represents a highly coordinated AI-driven astroturfing campaign designed to distort democratic policy-making, demonstrating how generative AI can scale corporate influence operations to undermine regulatory processes.
The report describes the AI system as a tool that users interacted with to generate first-person responses based on their inputs, thereby augmenting their writing capability, though it was manipulated by its creator.
Limited Risk: The system is an AI-enabled text generator used to produce content, which triggers transparency obligations under the Act to ensure users and recipients are aware the content is AI-generated.
The AI system was designed to assist users in writing and formatting their responses to a public consultation based on a questionnaire.
The reports provide precise statistics, such as the 22,500 AI-generated responses and the 68% figure for France, backed by a collaborative investigation by major Dutch public broadcasters.
None, the evidence of a coordinated corporate lobbying campaign using AI is highly clear and uncontested.
Technology
Biased Argument Generation
The AI tool automatically added anti-regulation arguments not chosen by users.
Automated Text Generation
AI generated unique first-person text to bypass duplicate submission filters.
Data Inputs
Manipulative Questionnaire Options
Eleven options presented to users mostly supported anti-regulation arguments.
User Input Distortion
The tool used user profile data to synthesize biased personal statements.
Human Factors
Deceptive Branding Misleading Users
Campaign hid PMI's involvement, leading users to unwittingly support lobbying.
Mobilization of Consumer Networks
Industry mobilized consumers to submit AI responses without full awareness.
Process and Methods
No AI Detection on EU Portal
The EU Commission lacked mechanisms to filter or flag AI-generated responses.
Remote-Controlled Response Campaign
Pre-formatted automated structures left little room for genuine personal views.
Management
Prioritizing Profit Over Integrity
PMI management deployed AI to protect revenue from heated tobacco and vapes.
Concealed Corporate Lobbying
Management hid corporate identity behind the 'Your Voice Your Choice' campaign.
Regulatory Environment
Lack of Public Consultation Rules
No guidelines existed to prevent AI-driven lobbying in EU public consultations.
Circumvention of WHO FCTC Rules
PMI bypassed Article 5.3 rules prohibiting industry influence on health policy.
AI system involved
Identified by automated extraction; can differ from the alleged developers above.
