A Better Tomorrow™ for Consumers

An assortment of vaping devices and nicotine pouches on blue background

17 September 2024

CHAPTER 5 . OUR SMOKELESS PRODUCTS

A Better Tomorrow^™ for Consumers

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Combustible cigarettes pose serious health risks. The only way to avoid these risks is to not start smoking, or to quit.

As this report highlights, it is widely accepted that most of the harm associated with tobacco is caused by inhaling the smoke produced by its combustion.

It’s clear to us then, that for those adult smokers who would otherwise continue to use cigarettes, they should be encouraged by all stakeholders to switch to Smokeless Products.

Adult consumers deserve choices. Our portfolio of Smokeless Products has been designed to provide a range of enjoyable, scientifically substantiated, reduced-risk^*† alternatives to smoking.

We know that adult smokers are more likely to switch to new products if they can find acceptable alternatives that offer sensorial enjoyment and recapture some of the consumer moments associated with smoking.

"Adult consumers deserve choice. Our portfolio of Smokeless Products has been designed to provide a range of enjoyable, scientifically substantiated, reduced-risk^*† alternatives to smoking."

Luciano Comin

Director, Combustibles & New Categories

Our range of high-quality products covers all segments, from value-for-money to premium, while also offering consumer choice among different product types and experiences.

However, if Smokeless Products are to meet their potential to deliver Tobacco Harm Reduction (THR), they must be widely available, with the right regulatory and market conditions in place, alongside high standards.

To support the success of our Smokeless Products, we will continue to advocate for regulation that enables market availability, applies the highest product quality and safety standards, and allows communication of the potential benefits and risks, while preventing underage appeal and access.

Our global community of adult consumers is diverse. We don’t believe that a ‘one size fits all’ approach is right, and continuously work to satisfy evolving consumer preferences with a broad portfolio that takes into account geographic and market differences.

We have our Responsible Marketing Principles^[1] and Code^[2] in place to govern how we market our products, with particular focus on how to ensure our products are designed for adult smokers and nicotine consumers.

We have a proven track record of building and managing some of the most iconic brands in history. We will continue to build on this expertise to grow our Smokeless Products business, and through Building a Smokeless World, meaningfully contribute to Tobacco Harm Reduction.

* 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.

[1] BAT, Responsible Marketing Principles. Available at: https://www.bat.com/content/dam/batcom/global/main-nav/sustainability-esg/governance---ethics/BAT_Responsible_Marketing_Principles.pdf

[2] BAT, Responsible Marketing Code. Available at: https://www.bat.com/content/dam/batcom/global/main-nav/sustainability-esg/governance---ethics/BAT_Responsible_Marketing_Code.pdf