It’s simple; we want to reduce the public health impact of our products.
In the world of public health, harm reduction is about developing policies to try and minimise the negative health impact of a risky activity without stopping it entirely.
For tobacco, this means offering potentially reduced-risk products to regular cigarettes for those smokers who cannot, or choose not to, give up.
We believe there is credible evidence to support the provision of less risky alternatives to adult smokers. We also believe that by embracing harm reduction, we can collectively help to lower the public health impact of smoking.
Today, consumers have a range of products that offer a satisfying, high- quality and potentially less risky alternatives to traditional cigarettes for those adult smokers who want more choice.
We encourage scientific review and advocate for an evidence-based regulatory approach that puts consumer safety and product quality first, while encouraging the growth of products that could help smokers cut out smoking or quit altogether.
We know tobacco products pose real and serious health risks and the only way to avoid these risks is not to use them. But many adults choose to smoke, so the Group’s top priority continues to be working towards reducing these risks and making available to adult smokers a range of potentially reduced-risk products .