BAT launched a global initiative to make a Smokeless World a reality during the company’s first-ever Transformation Forum in London which took place on the 17th of September 2024.

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.

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), making it the only European nation to reach the goal set by the EU, 16 years ahead of the 2040 target.

BAT’s General Manager Middle East cluster, Alexandre Ghanem, said: “Tobacco Harm Reduction (THR) – encouraging smokers, who would otherwise continue to smoke, to switch completely to smokeless alternatives – is the fastest route to achieving a Smokeless World. And we’re committed to working with a wide range of stakeholders to make this a reality.

“While we have a 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.”

According to a recent report by the Smoke-Free Sweden organization, Sweden has slashed its smoking rates over the past 15 years, from 15% in 2008 to 5.6% today. This massive drop was not straightforward to achieve and required a supportive regulatory framework and policy approach that enabled adult smokers access to, as well as awareness and affordability of, smokeless alternatives to cigarettes.

Sweden is on target to meet the EU’s ‘Beat Cancer 2040 plan’ 16 years ahead of the deadline. It’s been reported that if Sweden’s mortality rates were applied to the rest of the EU, there would be 3.5 million fewer deaths over the next decade. Sweden also now has the lowest lung, trachea, and bronchus mortality rates in the EU.

The ‘Swedish model’ pursues harm reduction via regulated access to smokeless alternatives with reduced risk potential. Following in the footsteps of Sweden, New Zealand’s experience also presents a compelling case study for the effectiveness of this model in achieving a significant decline in smoking rates – now dropped to 6.8% as of 2022/23. For adults who are not able or not willing to quit smoking, New Zealand and Sweden are powerful, real-life examples of the benefits of switching to smokeless alternatives. 

Meanwhile, in the Middle East, consumer sentiment, in particular across the GCC countries, indicates varying levels of amenability to a transition to non-combustibles amongst adult smokers.

Local research conducted by Kantar, a global data, insights, and consulting company, shows that in the UAE, where 7.5% of consumers are currently using non-combustible products, a remarkable 83% of individuals surveyed are open to making the switch from combustible to non-combustible products.  On the other hand, in Saudi Arabia, the number of consumers using reduced risk* alternatives is at 14%, and the number of people surveyed who are willing to give up conventional tobacco is significantly closer to worldwide figures and lies at 37% as of 2023.

Global public perception, however, does not seem to be synonymous with expert opinion and research findings. In a telling, large-scale, international survey of 27,000 smokers from 28 countries, Ipsos, a multinational leader in market research and consulting surveys, found that 74% of smokers across the world believe that vaping is at least as harmful as smoking cigarettes. In fact, misinformation is so rampant in countries such as Brazil, the Netherlands, Slovenia, and Kazakhstan that 80% of smokers polled consider vaping to be more harmful than tobacco. These statistics illustrate the scale of the challenge facing public health officials, as well as the educational efforts and messaging needed to change perspectives.

Significant misperceptions about reduced risk* alternatives and the role of THR policies in public health continue to prevail, particularly on the global stage. Yet, we are presented with a unique opportunity to ensure multistakeholder collaboration on a pragmatic and evidence-based approach to tobacco control that prioritizes harm reduction and public health outcomes.

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 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.”

He also added: “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”.

* Based on the weight of evidence and assuming a complete switch from cigarettes smoking. These products are not risk free and are addictive.

To find out more on the Omni which is a resource intended for scientists, public health authorities, regulators, policy makers, and investors, please click here.