Learnings to be Applied Globally
Displacing traditional cigarettes with reduced-risk*† Smokeless Products requires a multifaceted approach that addresses discrete aspects of the market.
Here are some key factors that need to be considered for successful adoption.
By addressing these factors collectively, the market can create an environment conducive to the displacement of traditional cigarettes with reduced-risk*† alternatives, with the goal of ultimately benefiting public health by reducing tobacco-related harm.
Scientific
evidence
Robust scientific research and transparent dissemination of findings are crucial. Comprehensive studies must demonstrate the reduced-risk*† potential of these products compared to traditional cigarettes. The evidence should be made accessible to policy makers and public health experts, and to build trust and understanding.
Regulatory environment
Regulations that encourage adult smokers, who would otherwise continue to smoke, to switch completely to Smokeless Products, impose high quality product standards and contribute to preventing underage access are essential. Governments should develop frameworks that differentiate these products from combustible cigarettes to encourage substitution.
Public perception and education
Public perception of Smokeless Products plays a significant role in their adoption. Government-led education campaigns should dispel misconceptions and misperceptions, emphasise the reduced-risk*† potential and highlight the benefits of switching completely from combustible cigarettes, for those smokers who would otherwise continue to smoke.
Affordability and accessibility
Smokeless Products should be competitively priced to encourage switching. A wide range of retail channels is necessary to make them easily available to adult smokers and nicotine consumers. Robust age verification at purchase or delivery and enforcement are critical to ensure they are not available to the underaged.
Product diversity and innovation
A diverse range of Smokeless Products can cater to different consumer preferences. Ongoing innovation is crucial to improve product quality, flavours and technology, making these product alternatives conducive to a complete switch by adult smokers and nicotine consumers. Regulations should prevent flavours, shapes and images with a predominant underage appeal.
Collaboration with health professionals
Transparently engaging healthcare professionals including doctors, pharmacists and public health practitioners, can be instrumental in recommending and supporting the adoption of Smokeless Products, for those who would otherwise continue to smoke.
Responsible marketing and advertising regulations
Striking a balance between promoting Smokeless Products to adult smokers and avoiding attractive marketing to those who are underage. Regulations should prevent misleading claims while allowing informative advertising for adult smokers.
Continuous monitoring and evaluation
The market should be monitored continuously through post-market surveillance to identify potential issues and adjust strategies accordingly. Evaluating the impact of Smokeless Products on public health, tobacco consumption patterns, and smoking-related diseases is crucial.
Stakeholder collaboration
Collaboration with public health organisations and government agencies is vital to develop coherent strategies that encourage smokers, who would otherwise continue to smoke, to switch completely to Smokeless Products instead of cigarettes.
Footnotes
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Products 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.
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