Tobacco Harm Reduction: Our Ten Beliefs
While progress has been made, there’s still more to do to make a Smokeless World a reality. Through our Ten Beliefs, our commitment to THR is reaffirmed, recognising the significant opportunity it presents to Build a Smokeless World.
We know that the best choice any adult smoker can make is to quit smoking cigarettes completely. Yet, smoking prevalence remains high in many countries.
In our view, the fastest and most effective way to achieve a Smokeless World is to embrace Tobacco Harm Reduction (THR) as a public health strategy, encouraging smokers, who would otherwise continue to smoke, to switch to smokeless alternatives.
Our ambition to reduce the health impact of our business is clear. For many years we have worked tirelessly to develop and offer a range of reduced-risk*† tobacco and nicotine products compared to cigarettes. This fulfils a core part of the THR equation by providing those adult smokers, who would otherwise continue to smoke cigarettes, with the option to switch completely to smokeless alternatives.
We Believe...
01
A Smokeless World is possible
02
Tobacco Harm Reduction (THR), underpinned by robust science, is the best route to a Smokeless World
03
The weight of evidence supports THR today
04
The public health community should embrace THR and smokeless alternatives, not prohibition
05
Tobacco and nicotine are for adults only and never for the underaged
06
Adult nicotine consumers should have access to information about smokeless alternatives and the right to make informed choices
07
If you don't smoke, don't start. If you smoke, quit. If you choose not to quit, switch completely to smokeless products
08
Innovation and a well-regulated, responsible marketplace are critical to enabling THR
09
No one can drive a Smokeless World alone
10
A Better Tomorrow™ is a Smokeless World
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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