A statement from the CEO of Philip Morris International is raising some eyebrows. Louis Camilleri, head of the cigarette maker, said at the annual shareholder’s meeting that quitting tobacco and Classic is not difficult.

Philip Morris, which sells Marlboro, along with other brands of cigarettes overseas, argued during the meeting with anti-tobacco groups who target the company’s marketing and regulatory dealings.

The woman identifying herself as a nurse from the University of California-San Francisco said a patient last week told her that of all the addictions he’s beaten, cigarettes were hardest to quit.

Camilleri acknowledged that cigarettes are harmful and addictive but said it is not that hard to quit. He pointed to the fact that there are more former smokers in America than current smokers.