Ten Principles for Smarter Regulation

The regulatory landscape is evolving. Growing evidence gives us confidence that more countries will adopt progressive policies. These policies encourage adult smokers, who would otherwise continue to smoke, to switch to reduced-risk^*† alternatives and drive a meaningful fall in global smoking prevalence. However, progress depends on collaborative dialogue between policymakers, regulators, public health authorities, and industry. Through mutual understanding, stakeholders can advance Tobacco Harm Reduction while respecting the choices of adult consumers.

Rushed, ideological, or fragmented rules carry unintended consequences. They stifle innovation in reduced-risk^*† alternatives and slow the journey toward a smokeless world. This is why we propose ten Smart Regulation principles.

Together they propose a new approach for how policy is developed, debated, and delivered. Each one champions regulation that is clear, enforceable, proportionate, and grounded in science. They call for evidence-led, consultative policymaking rather than reflexive bans.

The principles advocate stakeholder engagement, scientific rigour, enforceability, and long-term stability. Together they build the trust needed for lasting change. They guide consumers toward reduced-risk^*† alternatives and encourage responsible innovation. They also deliver measurable outcomes across Clarity, Enforceability, Proportionality, and Public Health Impact. This smarter approach shows BAT’s leadership as a credible, evidence-led partner in making A Smokeless World a regulated reality.