Learning from Progress

For many years, discussions about Tobacco Harm Reduction (THR) focused on potential. Today, that conversation has evolved. Around the world we can increasingly observe THR in practice, with countries taking different policy approaches to Smokeless Product regulation, innovation and consumer access. These experiences provide some of the clearest insights yet into how THR can contribute to reducing smoking prevalence rates and advancing public health objectives.

As I travel across BAT’s markets, I am continually struck by the diverse ways in which countries are seeking to reduce the harm caused by cigarette smoking. Some have embraced evidence-based regulation and have created environments where Smokeless Products can play a meaningful role in accelerating the decline of cigarette smoking. Others have adopted more restrictive approaches, limiting access to smokeless alternatives despite the availability of scientific evidence supporting THR.

The results are increasingly visible.

Markets such as Sweden, New Zealand, and the United Kingdom demonstrate how innovation, consumer acceptance, and proportionate regulation can work together to support progress. In other regions, however, regulatory barriers, product prohibitions, or unintended policy consequences have restricted opportunities for adult smokers who would otherwise continue to smoke, to switch completely to Smokeless Products.

These contrasting experiences are important because they move the discussion beyond theory and into practice. They remind us that THR is not a future concept waiting to be tested. It is already taking shape in markets around the world. The key question is no longer whether transformation is possible, but how quickly it can occur and what conditions enable it to succeed.

The case studies presented in this chapter illustrate these statements. Together, they demonstrate how policy choices, regulatory frameworks, consumer behaviour, and product innovation can influence the pace of transformation. They highlight examples of progress, identify barriers that remain, and provide valuable insights into what may be required to accelerate THR globally.

Ultimately, the most powerful evidence for THR does not come from projections alone. Increasingly, it comes from observing what is already happening around us.