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

Since tobacco products pose significant health risks, they should be marketed responsibly. Amongst other things, this means they should be directed only at adult tobacco consumers.
Tobacco manufacturers should be able to communicate responsibly with such adults. However, to meet the changing expectations about how a responsible tobacco company should market its products, we have developed globally consistent International Marketing Standards.
Looking ahead, we can envisage tobacco marketing being less reliant on mass media communication channels.


Our responsibility is to ensure that our marketing activities continue to be consistent with the principle that tobacco marketing should be directed at adult consumers only.

We will:

  • Expect our Group companies to operate in accordance with the International Marketing Standards;
  • Report on Group companies’ performance against the Standards.

We share responsibility with the industry and others involved to strive for high standards of responsible marketing behaviour.

For our part, we will:

  • Promote the adoption of the International Marketing Standards by other parts of the industry;
  • Work with group companies’ advertising agencies to ensure compliance with all regulations and voluntary agreements relating to marketing.

We see it as the responsibility of regulators to balance the interests of other stakeholders with the rights of tobacco consumers, particularly in enabling consumers’ access to product information.

We will support regulators by:

  • Advocating a level competitive playing field for all tobacco businesses on the basis of our International Marketing Standards;
  • Promoting the view that marketing restrictions should not undermine our ability to communicate about new generation products that might reduce the risks of tobacco consumption.