Business Principles and Framework for CSR Print page   Close Window 
Mutual BenefitResponsible Product StewardshipGood Corporate Conduct

The principle of Responsible Product Stewardship is the basis on which we meet consumer demand for a legal product that is a cause of serious diseases. Therefore, our products and brands should be developed, manufactured and marketed in a responsible manner. We also aspire to develop tobacco products with critical mass appeal that will, over time, be recognised by scientific and regulatory authorities as posing substantially reduced risks to health.

Core Beliefs
RPS1 We believe in the provision of accurate, clear health messages about the risks of tobacco consumption
RPS2 We believe the health impact of tobacco consumption should be reduced whilst respecting the right of informed adults to choose the products they prefer
RPS3 We believe that relevant and meaningful information about our products should continue to be available
RPS4 We believe that underage people should not consume tobacco products
RPS5 We believe that our brands and products should be marketed responsibly and directed at adult consumers
RPS6 We believe in the appropriate taxation of tobacco products and the elimination of illicit trade
RPS7 We believe in regulation that balances the interests of all sections of society, including tobacco consumers and the tobacco industry
RPS8 We believe that public smoking should be approached in a way that balances the interests of smokers and non-smokers

Put simply, smoking is a cause of diseases such as lung cancer, cardiovascular disease and respiratory diseases like chronic bronchitis and emphysema. The common understanding today is that smoking is addictive.
Tobacco products are legal and we believe it is for informed adults, balancing the pleasures and the risks, to decide whether to consume tobacco products or not. In order to make informed choices, the message should be reinforced that tobacco consumption is associated with real risks of serious diseases.
Maintaining and reinforcing this understanding should be a common goal of everyone involved with tobacco.


Our main role is to recognise the relevant health authorities as the prime public voice on the health risks of tobacco consumption, while at the same time making our views clear.

We will:

  • Ensure that all our advertising, all cigarette packs and primary packaging shall carry a clearly visible health warning even where not prescribed by law;
  • When communicating, for example, through our websites, base our views on sound science.

We should work together with governments and health authorities to ensure that the public is provided with accurate information about the risks of tobacco consumption.

For our part, we will:

  • Provide our views on the risks of tobacco consumption to governments and public health authorities;
  • Provide governments and public health authorities with our views about tobacco product science;
  • Discuss with governments our role in this area.

We see it as the main role of scientists, the public health community and governments to provide useful information based on the best available science which reinforces the public’s understanding of the risks of tobacco consumption.

We will contribute by:

  • Adding our expertise in relation to our products wherever possible.