Our views on the regulation of smokeless products

A regulatory framework to maximise smokeless products’ harm reduction potential would include:

• Making available to smokers a wide range of smokeless alternatives to cigarettes, ensuring they can access them and make informed choices;
• Where appropriate and feasible, nicotine levels should be established to ensure smokeless products are a satisfying alternative for adult smokers;
• Adult-targeted flavours should be available, as evidence shows that certain flavours help smokers transition to smokeless alternatives  and prevent them from going back to smoking;
• Flavours, packaging designs and descriptors that are particularly appealing to the underage should be prohibited;
• Robust product quality and safety standards should be mandated, to protect consumers and enhance environmental sustainability. Manufacturers should be required to ensure that all products are child resistant and tamper-evident to secure product integrity;
• The use and sale of smokeless tobacco and nicotine products by and to the underage should be prohibited by law. Age-verification mechanisms should be mandated at point of purchase or delivery and, where feasible, regulation should aim to encourage the integration of underage access prevention features and technologies into the packaging and/or devices;
• Communication with adults should be permitted in adult targeted touchpoints and display responsible content, including an age+ sign;
• Enforcement authorities should be provided with the necessary powers to apply penalties and sanctions to those who fail to comply with regulations, particularly those who supply non-compliant products and provide products to those underaged;

In all countries, whether such a framework is in place or not, we are guided by our Product Stewardship Framework - with regard to quality and safety standards – and our Responsible Marketing Code to ensure that we market our products responsibly.

The importance of a stakeholder dialogue

Regulation of smokeless products continues to evolve. As the science and evidence to substantiate the reduced risk profile of these products grow, we hope to see more countries passing progressive regulations, further accelerating the growth of smokeless products and accelerating a reduction in smoking rates.

We believe a stakeholder dialogue on the positive public health potential of smokeless products and on effective policies and consumer behaviour that can accelerate Tobacco Harm Reduction is essential. Regulation around smokeless products should be founded on science, not opinion.