Our unique strategy is designed to capitalise on our vast innovation expertise, emerging evidence, and range of products, so they can be accessed by adult consumers and other interested stakeholders, such as scientists, investors, and public health bodies.
Firstly, we are committed to providing adult consumers with a wide range of enjoyable and less risky* products. Secondly, we make it clear that combustible cigarettes pose serious health risks. And, thirdly, we encourage those smokers who would otherwise continue to smoke, to switch completely to scientifically-substantiated, reduced-risk* alternatives.
To further consumer choice, we have three New Categories – Vapour Products, Tobacco Heating Products and Modern Oral Products. All adhere to strict product quality standards, undergoing thousands of hours of testing before they reach the consumer.
Director, Scientific Research
There is growing consensus among many members of the public health community and academics about the role of vapour products as a reduced-risk*† alternative to smoking. This is supported by a wealth of other evidence reviews, studies and reports throughout the world1. In the UK, for example, Public Health England has published a series of expert reviews of the latest evidence, drawing on peer-reviewed literature, surveys and other reports, concluding: “based on current knowledge, vaping is at least 95% less harmful than smoking”.
By heating tobacco rather than burning, THPs have the potential to be reduced risk* compared to smoking. Although most research has been conducted by the industry, an increasing number of independent reports are broadly aligned with our findings and support the role of THPs as a less risky* alternative. For example, a study commissioned by the UK Department of Health in 2017 found that people using THPs were exposed to around 50–90% less of the “harmful and potentially harmful” compounds compared with conventional cigarettes2.
In 2018, Public Health England, while highlighting the need for more research, found that “compared with cigarettes, heated tobacco products are likely to expose users and bystanders to lower levels of particulate matter, and harmful and potentially harmful compounds3.” More long-term studies are needed which is why we launched our year-long clinical study to evaluate the reduced-risk potential of glo, our flagship THP. The six-month data show that smokers who switched exclusively to glo significantly reduced their exposure to some of the most harmful cigarette smoke toxicants, some to a level found in participants who had stopped smoking entirely4.
A wealth of epidemiological evidence from Sweden over many decades shows that use of snus, a type of traditional oral tobacco, is substantially less risky than smoking. This has been confirmed by the US FDA which, in 2019, formally recognised that switching completely from cigarettes to a snus product can lower the risks of mouth cancer, heart disease, lung cancer, stroke, emphysema and chronic bronchitis5. Our own research has shown that our Modern Oral Products have even fewer and lower levels of toxicants than observed in snus, and toxicological studies have shown that modern oral products have even lower impact on human cells than snus6. ** We are confident that further research will support our belief that consumers of modern oral products will be exposed to even fewer toxicants than snus users and modern oral products can be expected to present lower risk than continued cigarette smoking.