British American Tobacco launches major global initiative to make A Smokeless World a reality

British American Tobacco (BAT) launched a major global initiative to make a Smokeless World a reality during the company’s first ever Transformation Forum in London today.

The FTSE-listed company unveiled Omni™, an evidence-based, accessible and dynamic resource that shows how science and innovation can combine to achieve a Smokeless World. Omni™ can be accessed at https://www.asmokelessworld.com. 

BAT’s Chief Corporate Officer, Kingsley Wheaton, said: “Tobacco Harm Reduction – encouraging smokers who would otherwise continue to smoke to switch completely to less risky alternatives – is the fastest route to achieving a Smokeless World. And we’re committed to working with others to make this a reality.

“While we have history of humans smoking tobacco for more than 8,000 years, innovation has now delivered smokeless products with reduced risks^*† compared to cigarettes. We stand on the threshold of a breakthrough science-backed change.”

As a resource, Omni™ brings together hundreds of independent scientific studies, BAT’s own research into its innovations, and examples of Tobacco Harm Reduction in action, such as Sweden which stands on the cusp of becoming the first country to go smokeless as defined by the World Health Organization (WHO).

Omni™ also looks to answer some of the most challenging questions facing our industry and society, including:

• What is the risk of using smokeless products compared to smoking?
• Are smokeless products a gateway to cigarette smoking?
• What is the role of flavours in smokeless products and Tobacco Harm Reduction ("THR")?
• What is nicotine?
• What is BAT doing to address underage access to tobacco and nicotine products?

BAT’s Director of Research and Science, and one of Omni™’s lead authors, Dr James Murphy, said: “With Omni™, BAT is showcasing its world-class research. Omni means all, and we are committed to opening it up to all stakeholders in the THR policy discussion so that we can seize this exciting opportunity to build a Smokeless World.

“We’re conscious that this will only be possible through genuine dialogue. 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.”

“Today’s event is only the beginning,” Murphy added. “Omni™ will be a dynamic resource – we are committed to continuing to publish our research going forward.

“We are building a technology-enabled Omni tool that will allow stakeholders in the THR policy discussion to further access our answers to the big questions facing our sector and society, rooted in evidence and science.”

“But Omni™ is more than a resource,” Wheaton said. “Our ambition is for Omni™ to be a platform for a necessary societal conversation founded in evidence, a manifesto for change and a mandate for action. All backed by the highest quality science and real-world evidence.

“A Smokeless World will only be achieved through the adoption of tobacco harm reduction, and this will require more dialogue and whole-of-society solutions. We’re ready to lead and be part of that dialogue. It’s too important not to”.