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

We accept that public health authorities seeking to reduce the health impact of tobacco consumption will focus primarily on advising people not to use tobacco products.
However, efforts should also be made to reduce the health risks, where possible, for those who continue to choose to consume such products and that this choice should be respected. We can play a useful part in the implementation of a comprehensive strategy to reduce the health impact of tobacco consumption.


We should take the lead in striving to develop new generation tobacco products with critical mass appeal that will, over time, be recognised by scientific and regulatory authorities as posing substantially reduced risks to health, understanding that this is a significant challenge.

We will:

  • Ensure that we have a robust effort for the development of a new generation of products, acceptable to the consumer and with the potential for substantially reducing the exposure to substances identified by public health groups as being harmful;
  • Seek the views of public health groups on such products.

We need to work together with governments, scientists and health authorities to try to develop a coherent, realistic and workable approach to assessing new generation products seeking to reduce the risks of tobacco consumption.

For our part, we will:

  • Share with governments, scientists and health authorities our knowledge and expertise in order to help establish appropriate criteria for objectively assessing new products that could reduce the risks of tobacco consumption;
  • Work with relevant stakeholders to determine what, if any, additional role it is appropriate and reasonable for us to play in reducing the health impact of tobacco consumption.

We see governments and public health authorities taking the lead in providing manufacturers and consumers with practical advice on different product choices and behaviours that might reduce consumers’ risks, in addition to providing quitting advice.

We will contribute by:

  • Aiming to provide a wider range of products and relevant information about them so that governments can offer consumers more information in terms of the options they have to reduce their risk.