The foundation of our Responsible Marketing Principles is that our Marketing is responsible, accurate and targeted at adult only consumers. No one underage should ever smoke or use products containing tobacco or nicotine.
Our Responsible Marketing Principles and Code
We understand the products we sell have different risk profiles, but that none of our products are risk-free. Marketing freedoms with respect to our new categories are critical for our ability to deliver on Tobacco Harm Reduction (THR). Through communicating and raising awareness around smoking alternatives that are scientifically substantiated, we can support the acceleration in reduction of smoking rates and in turn smoking related diseases. It is therefore essential we provide consumers with clear and meaningful information about our products.
Our approach to responsible marketing is governed by our Responsible Marketing Principles (RMP) and Responsible Marketing Code (RMC). As we work to build a Better Tomorrow™, our RMP and RMC guide our decisions in how we market our tobacco, nicotine and zero nicotine products and brands. We will uphold the same high standards in every market in which we operate, even when they are stricter than applicable local laws.
We believe tobacco and nicotine consumption is a choice for adults only. No one underage should ever smoke or use products containing tobacco or nicotine.
All BAT companies, employees, and anyone working on our behalf, in any capacity, must adopt these Marketing Principles and seek to apply them in good faith at all times.
The RMP and RMC are underpinned by detailed guidelines and toolkits to facilitate their consistent application.
Processes are in place for reviewing and approving marketing content to facilitate compliance with both our standards and local laws.
Reporting and resolving incidents of non-compliance
Any allegations of non-compliance are managed and escalated by the relevant market. Regional Heads of Legal report any relevant findings to the Regional Audit Committee and remediation actions are implemented, as appropriate.
Marketing in a digital age
- We only use social media where the audience is predominantly adult.
- We do not use open social media for our combustibles brands.
- Where we use social media partnerships to promote Smokeless products, we only select third-parties whose audience is predominately adult.
- Our e-commerce and social media channels must also adhere to the requirements set out in the RMP and RMC.
- Our Digital Confidence Unit (DCU) is dedicated to monitoring social media content 24/7 for compliance and reputational management purposes.
The team reviews our social media posts to check for compliance with the RMP and RMC. The DCU engages with markets, as appropriate, to swiftly remediate any incidents identified
Below you can find out more about our Responsible Marketing Principles and Responsible Marketing Code.
Our 7 guiding principles to Responsible Marketing are:
- Our Products are intended for Adult Consumers
- Our Marketing is targeted to Adult Consumers
- We are committed to Underage Access Prevention
- Our Marketing is honest and accurate
- We inform Consumers that our Products are not risk free
- We respect and comply with all applicable laws
- We require our partners to market our products responsibly
In coordination with RMP, our markets are also expected to adhere to our Responsible Marketing Code, a set of standards we hold ourselves accountable to, and what guides our decision-making process. The Responsible Marketing Code applies to our tobacco, nicotine and zero nicotine products and brands and covers all elements of marketing from product design through sales.
A well-established approach
We first introduced International Marketing Principles (IMP) in 2001. We regularly review our marketing practices to ensure they remain fit for purpose and reflect developments in marketing, our product portfolio, technology, evolving regulatory developments and stakeholder expectations.
The result is that responsible marketing is embedded in our culture and the way we operate. Our Responsible Marketing Principles and Responsible Marketing Code are also underpinned by detailed guidelines and toolkits to help ensure they are applied consistently.
Our Ongoing Responsible Marketing Training
We have an ongoing training programme in place for responsible marketing, covering key measures for ensuring compliance across all channels.
To reinforce the importance of responsible marketing and underage access prevention across the business, the key components of responsible marketing and underage access prevention are also incorporated into the mandatory annual Standards of Business Conduct (SoBC) sign-off, providing a useful refresher for all employees.
This training also extends to our partner Marketing agencies across all markets.
For more and to see how we are driving compliance, read our BAT Combined Annual and ESG Report.
* Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.
† Our products as sold in the U.S., including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.
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