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Forward Thinking for a Smokeless World

The Omni™ is a summary of BAT’s progress on our journey to A Better Tomorrow™ by Building a Smokeless World

Vapers deserve better - Let's Go Smokeless
Vapers deserve better - Let's Go Smokeless
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PR Platinum Awards winner 2025

The Omni™ is a summary of BAT’s progress on our journey to A Better Tomorrow™ by Building a Smokeless World.

A smokeless world built on Smokeless Products where, ultimately, cigarettes have become a thing of the past.

 

A world where smokers, who would otherwise continue to smoke, have migrated from cigarettes to smokeless alternatives.

 

A world where Tobacco Harm Reduction is both understood and accepted.

 

A world where smokers make a switch to better.

 

We believe that through knowledge sharing we can build that world, which is why we created the Omni™, a resource intended for scientists, public health authorities, regulators, policy makers, and investors.

About the Omni™

Chapters

Introduction

Smokeless Products: An Introduction

Discover BAT’s smokeless portfolio: Heated Products, Vapour Products, Oral Tobacco, and Oral Nicotine Pouches - offering adult tobacco and nicotine consumers alternatives to smoking.

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Chapter 1

Our Vision: A Need for Reappraisal

Hear from our leaders: Chief Executive, Tadeu Marroco; Chief Corporate Officer, Kingsley Wheaton; and Science Director, Dr. James Murphy on tobacco harm reduction.

Read more
Chapter 2

The Big Questions

Explore 10 key questions on tobacco harm reduction with evidence-based answers to common concerns.

Read more
Chapter 3

Impact of Smoking

Gain an insight into the impact of smoking, and understand global trends, risks, and motivations.

Read more
Chapter 4

Our Smokeless Science

Understand how product science drives transformation, and why we believe our Smokeless Products likely present reduced risks compared with cigarettes.

Read more
Chapter 5

Our Smokeless Products

Learn more about our product innovation process for Smokeless Products.

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Chapter 6

THR: A Global Transformation

Discover how regulations on smokeless products impact tobacco harm reduction progress in different countries.

Read more
Chapter 7

THR: Global Regulations

We support the objective of governments in reducing smoking rates and the associated health impacts. Learn how collaboration and progressive regulation are key.

Read more
Chapter 8

THR: Scientific Engagement

See how we work to unite scientific stakeholders to advance public health strategies for tobacco harm reduction.

Read more
Chapter 9

Our Future Outlook

Our aim is to reduce the health impact of our business by Building a Smokeless World. Understand how Smokless Products and Tobacco Harm Reduction are at the centre of this.

Read more
Chapters

Introduction

Smokeless Products: An Introduction

Discover BAT’s smokeless portfolio: Heated Products, Vapour Products, Oral Tobacco, and Oral Nicotine Pouches - offering adult tobacco and nicotine consumers alternatives to smoking.

Read More

Chapter 1

Our Vision: A Need for Reappraisal

Hear from our leaders: Chief Executive, Tadeu Marroco; Chief Corporate Officer, Kingsley Wheaton; and Science Director, Dr. James Murphy on tobacco harm reduction.

Read more

Chapter 2

The Big Questions

Explore 10 key questions on tobacco harm reduction with evidence-based answers to common concerns.

Read more

Chapter 3

Impact of Smoking

Gain an insight into the impact of smoking, and understand global trends, risks, and motivations.

Read more

Chapter 4

Our Smokeless Science

Understand how product science drives transformation, and why we believe our Smokeless Products likely present reduced risks compared with cigarettes.

Read more

Chapter 5

Our Smokeless Products

Learn more about our product innovation process for Smokeless Products.

Read more

Chapter 6

THR: A Global Transformation

Discover how regulations on smokeless products impact tobacco harm reduction progress in different countries.

Read more

Chapter 7

THR: Global Regulations

We support the objective of governments in reducing smoking rates and the associated health impacts. Learn how collaboration and progressive regulation are key.

Read more

Chapter 8

THR: Scientific Engagement

See how we work to unite scientific stakeholders to advance public health strategies for tobacco harm reduction.

Read more

Chapter 9

Our Future Outlook

Our aim is to reduce the health impact of our business by Building a Smokeless World. Understand how Smokless Products and Tobacco Harm Reduction are at the centre of this.

Read more
Let's Go Smokeless

A Bold Plan For Change

Vaping offers a satisfying alternative to smoking cigarettes and has an important role to play in the transition to a smokeless world. But the future of vaping is at a crossroads. The sector faces serious threats from those who flout regulations, deliberately design products to target the underaged, and ignore basic quality and product stewardship.

 

Not only does this potentially slowdown a transition to a Smokeless World, but it also lets vapers down. Vaping needs responsible leadership. That is why we have launched the Vapers Deserve Better campaign. 

 

We are asking policymakers and those who can enforce the law to clamp down on irresponsible and unlawful practices. By properly enforcing regulations everywhere, we can build an industry that is fit for purpose.

 

Let's Go Smokeless.

Let's Go Smokeless

Meet our Tobacco Harm Reduction offering.

As the world changes at unprecedented speed, bringing innovation with agility is critical to a multi- category company like ours.

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Exclusive access to the Omni™

Join the journey to A Better Tomorrow™ and be a part of the conversation. Sign up now for exclusive access to the Omni™ and its future updates. This will not grant us permission to contact you for marketing purposes.