Tobacco Harm Reduction: Our Ten Beliefs

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 for those smokers who choose not to quit.

Our ambition to reduce the health impacts 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.

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.