Regulation, grounded in science and collaboration, is key to encouraging adult smokers to switch completely to reduced-risk*† alternatives.

We recognise and support the objective of governments in reducing smoking rates and the associated health impacts, as well as the role of regulation in achieving these objectives. We have consistently been clear in our support for tobacco and nicotine regulation that is based on robust evidence; is tailored to local circumstances; effectively delivers intended policy goals; and avoids unintended consequences, such as the growth of illegal markets.

Smokeless Products Provide Compelling Alternatives

Although addictive and not risk-free, Smokeless Products, such as Heated Products, Vapour Products, Oral Tobacco Products and Oral Nicotine Pouches, offer adult smokers the opportunity to consume nicotine with reduced risks compared to cigarette smoking assuming a complete switch.*†

Evidence from various countries suggests that the introduction of progressive regulation that encourages adult smokers, who would otherwise continue to smoke, to choose Smokeless Products is associated with a decline in smoking rates ^[1]. For example, smoking rates in Sweden, the UK, New Zealand, and Canada have decreased at faster rates in recent years relative to other countries ^[2]. We believe this has been driven in large part by policies that have enabled adult smokers to access a wide range of smokeless alternatives to cigarettes.

Progressive Regulation Can Drive Tobacco Harm Reduction

Governments and the public health community, as well as manufacturers like BAT and its business partners, have a key role to play in maximising the potential of Smokeless Products to contribute to Tobacco Harm Reduction (THR). To achieve this objective, these reduced-risk*† products must be supported by progressive regulatory and policy regimes, that among other things, help to establish responsible marketing practices backed by effective enforcement.

We believe that four guiding principles should be applied to the development of any regulation of Smokeless Products that acknowledge their lower risk*† compared to cigarettes.

A Call for Collaborative Dialogue

The regulatory landscape is evolving, and we are hopeful that an increasing number of countries will embrace progressive policies and regulations designed to encourage adult smokers to transition to reduced-risk*† alternatives. With the growing body of evidence, we are also hopeful about the broader adoption of these advanced regulations, anticipating a significant decrease in global smoking rates.

At the heart of this evolution is the establishment of a collaborative dialogue that bridges the gap between policy makers, regulators, public health authorities, and the industry. Such a dialogue is crucial for accelerating the momentum towards effective THR strategies. By fostering mutual understanding, stakeholders can work together to implement regulatory measures that support public health objectives while respecting the choices of adult consumers.

References:

[1] Human D., et al, Saving Lives Like Sweden. Smoke Free Sweden, 2023.

[2] Snowdon, C., et al., Vaping Works, International Best Practises: United Kingdom, France, Canada and New Zealand. Property Rights Alliance, 2021

Disclaimer

* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.

† Our products as sold in the U.S., including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.