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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.
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Discover how collective action across science, regulation, and innovation can help reduce the global burden of smoking.
For years, the message has been clear: cigarettes pose serious health risks and the best option is always to avoid cigarettes entirely. However, while there has been a 20% reduction in global cigarette consumption between 2012 to 2023[1], for many adults who would otherwise not quit, alternatives it’s important to offer them smokeless alternatives.
That’s where Tobacco Harm Reduction (THR) comes in. This public health strategy aims to minimise the negative health impact of smoking by offering reduced risk*† alternatives to conventional cigarettes[1].
THR recognises the important role that alternative, reduced risk*† sources of nicotine offer to adult smokers who would otherwise continue to smoke traditional cigarettes[1]. While BAT’s smokeless products are not marketed as cessation devices, the 2024 Cochrane Review of Vapour Products considered more than 88 studies, totaling more than 27,000 participants, and concluded that there is a high certainty that nicotine-containing e-cigarettes increase quit rates compared to nicotine replacement therapy.
At BAT, we’re embracing this shift by committing to provide adult smokers around the world with smokeless alternatives. We’re developing a portfolio of reduced-risk*† products, backed by science[2].
Empowering Adult Smokers to Make Informed Choices
At the heart of our THR efforts is a robust body of scientific research highlighting the reduced risk potential of these alternatives. For instance, a peer-reviewed BAT study published in the journal of Internal and Emergency Medicine [1] examined the use of our flagship vapor product, Vuse, among adults. The results showed that Vuse users had significantly lower exposure levels to priority cigarette smoke toxicants identified by the World Health Organization, compared to smokers. The study revealed that Vuse users exhibited markedly better results for biomarkers relevant to smoking-related diseases than cigarette smokers.
The evidence is compelling: in countries where THR is embraced, smoking rates have decreased significantly. For example, Sweden, at the forefront in this space, is on the verge of becoming the first smoke-free country in Europe. Smoking rates in the country have halved within a decade, thanks in large part to the availability of smokeless alternatives. This success story translates to tangible health benefits, with Sweden having significantly lower lung cancer rates than the rest of Europe [1].
Banning reduced risks products has its risks
However, many countries are yet to offer consumers legal access to reduced-risk*† products. The prohibitionary legal landscape often lends itself to a number of unintended consequences, including an increase in illicit trade and the development of a black market, and unregulated alternative products which do not comply with product safety and quality standards.
Further, blanket bans deny adult smokers the opportunity to legally switch completely to reduced-risk profile alternatives thereby perpetuating continued smoking.
Reducing smoking prevalence through regulation
There is a better path forward. The more effective approach lies in establishing well-regulated legal markets that offer quality-controlled alternative nicotine products through licensed distribution channels. Crucially, this must be coupled with strengthened enforcement measures to combat the black market, where unregulated products containing unknown and potentially dangerous chemicals are sold illegally.
Countries where e-cigarettes are legally available, such as New Zealand, has seen a 3% reduction in smoking prevalence between 2012 to 2018[6]. In the UK and Austria, the decline is even greater, with smoking prevalence dropping by 16% and 13% respectively between 2009 to 2020 according to the Special Eurobarometer 506 survey report.
Collaboration is key to a smokeless world
By working together, BAT, public health agencies, and regulatory bodies can ensure the responsible development and adoption of THR, and reduced-risk profile alternatives to smoking. Ultimately, the goal must be to encourage current adult smokers who would otherwise continue to smoke to switch completely to smokeless alternatives, while preventing underage access via strong safeguards.
Increasing awareness and tackling misconceptions surrounding reduced risk*† products is critical. By embracing an evidence-based approach, we can encourage smokers who would otherwise continue to smoke to switch completely to reduced risk profile alternatives, improve public health outcomes and move towards a smokeless future. We must work together to make a real difference by Building a Smokeless World.
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
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Our Vapour product Vuse (including Alto, Solo, Ciro and Vibe), and certain products, including Velo, Grizzly, Kodiak, and Camel Snus, which are sold in the U.S., are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.