Harm reduction goals

We are committed to researching, developing and commercialising less risky alternatives to regular cigarettes

Progress against our previous goals

  • Status key:
  • On track
  • Completed
  • Partially met
  • Not met

  • Continue to build our range of Next Generation Products, including launching Voke in the UK and test marketing an innovative Tobacco Heating Product in 2016.
    In 2016 we successfully launched our innovative Tobacco Heating Product, called glo, in our test market in Japan. However, we did not launch Voke, a nicotine inhalation product which was licensed as a medicine in 2014, as our main focus is now on vapour and Tobacco Heating Products. At the beginning of 2017, we assigned all rights to the Voke brand and transferred all product and manufacturing-related intellectual property to Kind Consumer, the company we originally licenced the Voke technology from. Under this new agreement, Kind Consumer will be fully responsible for Voke’s future development.

    100% adherence to our Vapour Products Marketing Principles each year. If any cases of non-adherence are identified ensure immediate actions are put in place.
    In 2016, no incidents of non-adherence to our Vapour Product Marketing Principles were identified.

  • Continue to take a lead in advocating for regulation that has high product standards and appropriate commercial freedoms.
    In 2016, we continued to engage with governments and regulators to advocate for our preferred regulatory approach for Next Generation Products which protects consumer safety and product quality, but also takes in to account the relative risks by not treating them in the same way as conventional cigarettes. Having worked on the development of the first national standards for Vapour Products in the UK and France, we are now participating in working groups of the EU Standards Body (CEN) for Europe-wide standards. We are also providing technical input to the International Organisation for Standardisation (ISO) for developing global specifications.

  • Present the results of our scientific research into Next Generation Products to regulators and other relevant bodies.
    We continue to openly share our scientific research and, in 2016, participated in a number of international conferences, including the Global Forum on Nicotine, EuroScience Open Forum and the US Food and Drug Administration (FDA) Workshop on Biomarkers of Potential Harm.

  • Work with scientists, public health professionals, regulators and governments around the world to build support for innovative, less risky products.
    In 2016, we continued to engage with key scientific, public health and regulatory stakeholders to build support for next generation products, including the US Food and Drug Administration, the EU Standards Body (CEN), the Society for Research on Nicotine and Tobacco and the Global Forum on Nicotine.

Our commitments for the future

Our ambition is to have the world’s leading Next Generation Product business by end 2020.

  • Launch our new Vype platform using our game-changing new vaping technology by end 2017;
  • Expand the reach of our Next Generation Products with launches in 10 new markets by end 2017;
  • 100% adherence to our Vapour Products Marketing Principles each year;
  • Develop and publish new Marketing Principles for Tobacco Heating Products by end 2017;
  • Continue to take a lead in advocating for regulation that has high product standards and appropriate commercial freedoms, including contributing to the working groups of CEN for Europe-wide and ISO for global standards;
  • Continue to present the results of our peer-reviewed scientific research into Next Generation Products to regulators and other relevant bodies; and
  • Continue to work with scientists, public health professionals, regulators and governments around the world to build support for innovative, less risky products.
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