BAT calls for smarter regulatory framework for vaping products as steps towards a Smokefree 2030 

As the world advocates against smoking, especially amongst they youths — while at the same time tobacco producers opting to provide less risky products — British American Tobacco (BAT) has outlined a blueprint on how regulators and governments could better regulate vaping products.

BAT’s global head of business communications, Jonathan Atwood made the presentation at the Global Tobacco & Nicotine Forum 2023 (GTNF) in Seoul, Republic of Korea, where he delivered five-step plan for regulation which could support achieving the right balance between harm reduction and the mitigating unintended consequences, including underage access to products.

A press statement from BAT, quotes Atwood as suggesting that “reckless players in the market need to be penalised when they do not abide by the rules”.

“There are five areas where more could be considered in terms of regulation,” he is quoted as saying. “These are the areas that regulators should explore and establish smart regulation that is right for their market.

“First, on-device technology and functionality: vapour products should be accessible only to adults. Both underage prevention and restriction is crucial. On-device technology, when applied and enforced across entire markets, could help in this regard.”

Atwood further said “more recognition is needed that flavours are an important driver of adoption for smokers seeking alternatives. However, flavours in vapour products should not particularly appeal to anyone underage.

“Third is at the manufacturing and import level: ensuring that non-compliant products cannot reach the market in the first place.

“Fourth, where no restrictions exist already, regulators may want to look at who should be able to sell vapour products and where. Reasonable safeguards at the point-of-sale would help ensure these products are sold only to adult consumers. Solutions such as retail licensing and facial recognition technologies should be seriously considered.

“Lastly, enforcement and penalties: governments must wield their power and ensure consumers are purchasing legitimate products. Such measures should be rigorously enforced and those who fail to comply should face meaningful sanctions.”

He emphasized that it shouldn’t be doubted about what BAT stands for — “a future where reduced-risk*† alternatives to smoking are embraced; a future where innovation thrives, and where millions of consumers are free to choose from a range of alternatives”.

“We call upon governments, regulators, and industry peers to rally towards a sustainable and progressive environment in which these products are sold and marketed responsibly,” he is quoted as saying.

GTNF is the world’s leading conference discussing the future of tobacco and nicotine, which was held from September 19-21.

BAT, which is one of the leading Malawi tobacco buyers with various of its tobacco products of Pall Mall on the market, is a leading, multi-category consumer goods business with a purpose to build A Better Tomorrow by reducing the health impact of its business through offering a greater choice of enjoyable and less risky products for adult consumers.

The company continues to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit — thus BAT encourages those who would otherwise continue to smoke to switch completely to scientifically-substantiated, reduced-risk alternatives*†.

In order to deliver this, BAT is transforming into a truly consumer-centric multi-category consumer products business with an ambition to have 50 million consumers of its non-combustible products by 2030 and to generate £5 billion of new categories revenue by 2025.

BAT has set stretching ESG targets including achieving carbon neutrality for Scopes 1 & 2 by 2030 and eliminating unnecessary single-use plastic and making all packaging reusable, recyclable or compostable by 2025.

BAT, which employs over 50,000 people, generated revenue of £27.65 billion in 2022 and profit from operations of £10.5 billion.

The company’s strategic portfolio is made up of its global cigarette brands and a growing range of reduced-risk*† and nicotine products and traditional non-combustible tobacco products.

These include vapour, tobacco heating products, modern oral products including tobacco-free nicotine pouches, as well as traditional oral products such as snus and moist snuff.

In the first half of 2023, the company had 24 million consumers of its non-combustible products, a rise of 1.5 million on full year 2022 and based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.

Its vapour product Vuse (including Alto, Solo, Ciro and Vibe), and certain products, including Velo, Grizzly, Kodiak, and Camel Snus, which are sold in the U.S — subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.