Welcome to A Better Tomorrow Hub
This platform is intended for adults aged 18 and over.
The material on the A Better Tomorrow Hub is intended to share stories, insights, and science from across the region foster responsible change. The information is provided to scientists, public health authorities, regulators, policy makers, investors and adult tobacco and nicotine users in markets where such content is legally permitted.
Please confirm your age to enter the site.*
The Scientific Foundations of Tobacco Harm Reduction
Discover how science, transparency, and global collaboration are shaping a smokeless future.
Conventional cigarettes, as the primary form of tobacco consumption, present significant health risks due to the inhalation of toxicants in the smoke produced when tobacco is burned. When tobacco is combusted at around 950°C, it produces smoke comprising more than 7,500 compounds, of which around 150 are known toxicants. In line with our goal of creating A Better Tomorrow™ by building a Smokeless World, our business is now focused on facilitating the acceleration of Tobacco Harm Reduction (THR) globally.
The concept of THR aims to mitigate the adverse health effects associated with continued smoking by encouraging adult smokers would otherwise continue to smoke to switch completely to reduced-risk*† alternatives[1] . We continue to demonstrate our commitment to THR by bringing to market a multi-category portfolio of Smokeless Products that we have developed innovatively and assessed scientifically.
In short, our strategy is to Build a Smokeless World by advancing THR efforts globally. Although our position has been challenged by critics, we maintain that our THR efforts are genuine. Through development of our portfolio of Smokeless Products, we have invested significant resources into THR. As an initial point, we are very clear that Smokeless Products are addictive and not risk free and are intended for adult smokers and existing tobacco and nicotine consumers only. Our Smokeless Products are available in more than 80 markets. We have an ambition to achieve 50 million adult consumers of our Smokeless Products by 2030, and we want at least 50% of our revenue to come from Smokeless Products by 2035 [2].
Our research into Smokeless Products and THR strategies is fundamental for complying with global regulations and has contributed valuable data to the scientific community. Mindful of concerns about bias, our studies follow standardised regulatory-endorsed methodologies where those exist, comply with requisite quality standards and practices (e.g. Good Laboratory Practice and Good Clinical Practice), and where possible are conducted in third party Contract Research Organisations. We seek transparency and scientific integrity of our findings and as such we publish our science, which undergoes rigorous peer review, and participate at global scientific conferences.
Proof that these metrics and milestones are achievable can be found in Sweden which is on target to meet the EU’s ‘Beat Cancer 2040 plan’ a full 16 years ahead of the deadline. The country has the lowest lung cancer rates in the EU as a result of its smoking rates being the lowest in the EU (5.6%) as adult smokers have transitioned to Smokeless Products, such as Oral Tobacco Products and Oral Nicotine Pouches[3]. In Sweden, BAT’s revenues from Smokeless Products are far greater than from cigarette sales, dispelling the myth that we wish only to sell cigarettes[4].
If we could replicate the Swedish experience in all of our global markets it would be a win-win-win for adult consumers, stakeholders and BAT itself. THR requires multi-stakeholder collaboration: regulators need science to form the basis of regulation and public health scientists require it to assess population health impact.
Ultimately, BAT has placed THR at the centre of its corporate vision, with an ambition of creating A Better Tomorrow™ by building a Smokeless World. We accept that our role in the THR discussion is complex. What is clear, however, is that we have the resources and capabilities to significantly contribute to THR efforts. By investing in new products, supporting regulatory frameworks, and funding research, we can play a positive role in reducing tobacco-related harm. A balanced approach that provides all stakeholders (including BAT) with a seat at the table and which includes strong regulation, transparency, and accountability is essential to ensure that THR regulation genuinely benefits public health.
A Call for Collaborative Dialogue
The regulatory landscape is evolving, and we are hopeful that more countries will embrace progressive regulation to encourage adult smokers who would otherwise continue to smoke to switch completely to reduced-risk*† alternatives.
At the centre of this evolution is the need for collaborative dialogue between policymakers, regulators, public health authorities, and industry. Building mutual understanding is key to delivering regulation that improves public health while respecting adult consumer choice.
We believe that through knowledge sharing, we can build a Smokeless World, which is why we created the Omni™, a BAT’s manifesto on tobacco harm reduction intended for scientists, public health authorities, regulators, policy makers, and investors.
Visit asmokelessworld.com and download the Omni™. Review the evidence. Join the Conversation.
Disclaimer
Comparison with smoke from a scientific standard reference cigarette (approximately 9 mg tar) in terms of the average of the 9 harmful components the World Health Organization recommends reducing in cigarette smoke. These products are not risk free and are addictive.
The number of consumers of Smokeless Products is defined as the estimated number of Legal Age (minimum 18 years) consumers of the Group’s Smokeless products - which does not necessarily mean these consumers are solus consumers of these products. In markets where regular consumer tracking is in place, this estimate is obtained from adult consumer tracking studies conducted by third parties (including Kantar). In markets where regular consumer tracking is not in place, the number of consumers of Smokeless Products is derived from volume sales of consumables and devices in such markets, using consumption patterns obtained from other similar markets with adult consumer tracking (utilising studies conducted by third parties, including Kantar).