70% of Policy Experts Continue to Misidentify Nicotine As Primary Cause of Smoking-Related Disease

Notes to Editors

About the Survey

The Tobacco Harm Reduction survey is opinion-based research commissioned by BAT and conducted by  third-party market research firm, Kantar, in 2024 & 2025 based on the opinions of different categories of respondents including Nicotine Users (n=6.000), Policy Experts (n+450), and Medical Professionals (n+600) across 15 markets: Australia, U.S., UK, Canada, France, Germany, Italy, Poland, Romania, Sweden, Brazil, Japan, South Korea, Pakistan, and New Zealand. 

BAT has applied its understanding of the scientific literature to the THR survey results to draw conclusions about survey participants’ general understanding and awareness of THR. This research reflects BAT’s commitment to reducing the health impact of its business and advancing science-based dialogue with public health authorities, regulators and scientists on Tobacco Harm Reduction.

Notes

1. Former Govt officials, Academia & Research leaders, Members of NGOs & Advocacy groups, Senior Legal experts, Members of relevant Non-Governmental Institutions (NGIs), Policy & Advocacy experts.
2. Nicotine User (using nicotine product at least weekly) aware of at least one smokeless product (E-cigarettes or vaping products, Heating products, Oral Nicotine pouches).
3. HCPs (GPs, FPs, Oncologists, Pulmonologists, Cardiologists), Outpatient Clinical Specialists, Pharmacists, Community Healthcare Workers, Mental Health Practitioners and Nurses.
4. The data points across the two years are not directly comparable due to changes in question wording; however, since the response scale was maintained, they may still provide indicative insights into relative trends.
5. Multi-market findings based on average of scores obtained across 15 markets: Australia, U.S, UK, Canada, France, Germany, Italy, Poland, Romania, Sweden, Brazil, Japan, South Korea, Pakistan and New Zealand.
6. Compared to the scores among other cohorts (Nicotine users and Medical professionals).
7. Active users of a category defined as at least weekly users of the category.
8. Smokers defined as daily users of cigarettes who have tried or are open to trying at least one new category (E-cigarettes or vaping products, Heating Products, Nicotine Pouches) in the future.
   
   

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