The Pakistan Tobacco Company (PTC) launch event, held in Islamabad, was attended by State Minister of Finance and Revenue, Ali Pervaiz Malik, BAT’s Chief Corporate Officer, Kingsley Wheaton, and BAT’s Director of Research and Science, Dr. James Murphy, alongside key stakeholders from the public and private sectors, policymakers, and members of the media.

The event brought Omni™ to life, demonstrating how it can serve as a global platform to call for evidence-based dialogue - debunking prevalent myths around nicotine and Smokeless products with science, and showing real-world examples where THR is contributing to countries' public health ambitions.

Highlighting the importance of fostering open and evidence-based dialogue on THR, Dr. Murphy  said: “We’re conscious that building a Smokeless World would not be possible with BAT alone, but only through collaboration. That’s why we’re inviting anyone who shares our vision – including those who might disagree with us – to review the evidence and join the conversation.”

Mr. Wheaton explained: “THR is the fastest route to achieving a Smokeless World. We are committed to working with scientists, public health authorities, regulators, policy makers, and investors globally to make this a reality. Omni is more than a resource. Omni is a platform for essential dialogue, a call to action, and a commitment to scientific integrity and public health.”

Chief Guest, the honourable Minister of State for Finance and Revenue, Mr. Ali Pervaiz Malik, stated: “Millions of people worldwide smoke, and many struggle to quit. It is here that harm reduction strategies become vital. We acknowledge that prohibition is not always the answer, therefore, the Government has introduced a differentiated fiscal regime for modern oral products in Pakistan. This differentiated treatment will pave the way for the provision of less risky alternatives to adult consumers^*†.

“Together, we can reduce the impact of tobacco use while respecting the rights of individuals to make informed choices about their health,” encouraging that we work “hand in hand—lawmakers, industry leaders, healthcare professionals, researchers, and civil society—to build a future where harm is minimised and health is prioritised.”