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

It is universally accepted that tobacco products are suitable for adult consumers only.
Contrary to what is often claimed, underage smoking harms our reputation and does not support our business strategy of competing for market share amongst adult consumers. We do not base our business strategy on underage consumption.
We seek to contribute effectively to the prevention of underage consumption and we remain ready to work with the public health community to understand how we may best do this.

Our responsibility is to work at all times to ensure that our marketing practices do not undermine efforts to combat underage tobacco consumption.

We will:

  • Work to limit the exposure of underage people to the promotion and advertising of our brands and products;
  • Ensure that the content of our marketing and advertising is not designed to appeal to underage people.

We should work together with retailers and others to reduce access to our products by people who are underage.

For our part, we will:

  • Work with tobacco retailers to prevent underage access to our products;
  • Work with relevant stakeholders to determine our role, if any, in other underage smoking prevention activities.

We see it as the responsibility of society as a whole, and specifically of governments, educators and parents to reduce underage use of tobacco products.

We will contribute by:

  • Supporting education programmes where key stakeholders accept this as appropriate.