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

Given the risks associated with tobacco products, we acknowledge the right of governments to enact tobacco regulation that is proportionate and reasonable. We do, however, reserve our right to challenge regulation which is disproportionate and undermines the fundamental protections that legal systems afford us.
Tobacco regulation has the important objective of reducing the public health impact of tobacco use. We believe that regulation should also respect the rights of adult consumers to continue making informed choices about legal products and the industry’s ability to operate and compete.


Our responsibility is to respect all lawful regulations.

We will:

  • Work with governments on their issues of concern, advocate respect for the rights of adult consumers and seek solutions that balance the interests of all concerned.

We should work together with other parts of society to try to ensure that tobacco regulation is balanced and workable.

For our part, we will:

  • Engage constructively and transparently with governments in discussions about the content and enforcement of tobacco regulation.

We see it as the responsibility of governments to ensure that tobacco regulation is evidence-based, proportionate and aligned with a transparent and realistic objective.

We will support governments by:

  • Promoting the view that tobacco regulation should be based on a balanced consideration of the interest of all parts of society;
  • Advocating that tobacco regulation should be enforced consistently.