
Vaping versus smoking: Our innovative new study of Vuse
Vuse: the number one global vaping brandi
Vuse is BAT’s flagship vapour brand and includes products such as ePod 2 and ePen 3. All Vuse products undergo thousands of hours of testing by scientists and R&D experts before they reach consumers.

Watch an interview with Dr Sharon Goodall, BAT’s Group Head of Regulatory Science, who talks about the significance of the Vuse cross-sectional study.



(ePod and ePen) for at least 6 months
There were four different groups enrolled in the study:
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who had been smoking for at least one year prior to screening
who had quit for at least six months
were included to act as a control group
The biomarkers assessed are important indicators that can be used to demonstrate:
- Biomarkers of Exposure: A person’s exposure to certain toxicants or chemicalsii
- Biomarkers of Potential Harm: Indicators of potential harm related to several smoking-related diseases, such as respiratory or cardiovascular diseaseiii
Assessing ‘lived experience’
Cross-sectional studies like this are important because they capture and assess the ‘lived experience’ of people using a product and provide a ‘snapshot’ of real-world data. Previously, most vapour clinical studies have been longitudinal studies, where people within the study do not choose their product but are instead given or randomly allocated to a particular product in the study. They are then assessed in a controlled setting using pre-specified criteria – for example, instructions on how much or how often to use a product, and over what timeframe.

A growing body of evidence
This study demonstrates BAT’s focus on science and innovation to deliver A Better TomorrowTM and reduce the health impact of the business. It assesses the potential of our reduced-risk* products to deliver a meaningful difference compared to smoking on important measures of exposure and early indicators of smoking-related disease.
The results of the study, which are currently being analysed, will be published later this year. It is hoped that the results will provide further supportive evidence that switching completely to Vuse could reduce relative risk for certain diseases among adult consumers compared to smoking, adding to the growing body of evidence on Vuse’s potential as a reduced-risk* product.

