Pioneering tobacco harm reduction

•  In conversation with BAT Group Head of Life Sciences Elaine Round

In an exclusive interview, British American Tobacco (BAT) Group Head of Life Sciences Elaine Round delves into the company’s ongoing efforts to innovate and drive tobacco harm reduction. With a strong emphasis on science and responsible manufacturing, BAT is transforming from a traditional cigarette business to a multicategory business of smokeless alternatives. Round is unequivocal about the substantial body of evidence supporting the reduced risk potential of smokeless alternatives.

“There’s a lot of evidence, not only from us but from other researchers as well, showing that smokeless alternatives present a reduced risk potential compared to cigarettes when consumers completely switch to them,” she states. The primary harm from smoking comes from the combustion of tobacco, which releases numerous toxicants. By eliminating combustion, smokeless products emit far fewer and lower levels of toxicants compared to cigarettes. 

BAT’s commitment to product innovation is reflected in its substantial investment in research and development (R&D). With an annual R&D budget exceeding £ 300 million, the company is focused on transforming its product portfolio. “Innovation is a driving force for us,” Round emphasises. “We aim to have 50 million consumers using our smokeless products by 2030 and to achieve 50% of our group revenue from these products by 2035. “These ambitious goals highlight the importance BAT places on developing reduced risk alternatives for smokers.”

BAT has three categories of smokeless alternatives in their product pipeline: vapour, heating products, and modern oral products. Vapour products, under the brand name Vuse, are battery-powered devices that heat a liquid containing nicotine. Heated products, known as Glo, is a battery-powered device designed to heat, rather than burn, tobacco stick. This creates an inhalable aerosol that contains nicotine with authentic tobacco taste. The modern oral product, Velo, is an oral nicotine product that is designed for use in the mouth with a placement between the gum and upper lip for nicotine to be absorbed through the tissue lines. 

 Navigating communication and regulatory challenges

 

One of the significant challenges BAT faces is communicating the science behind smokeless products in markets with strict restrictions, often referred to as “dark markets.” Round acknowledges this challenge and stresses the importance of addressing public misperceptions about nicotine. “Many consumers wrongly believe that nicotine causes cancer and cardiovascular disease. It’s crucial to educate both groups that the primary harm comes from burning tobacco, not from nicotine itself,” referencing the widely accepted proposition by public health bodies, including the US FDA and Public Health England.

To ensure the efficacy and product safety of its smokeless products, BAT employs a rigorous nine-step framework for assessing risk profile of its smokeless alternatives. This comprehensive approach includes evaluating emissions, exposure, and risk. “We look at what comes out of the product (emissions), what consumers are exposed to when using it (exposure), and the biological impacts of usage (risk),” Round explains. For example, BAT’s studies show that products like our nicotine pouch brand Velo, although not risk-free, have more than 99% reduced toxicants compared to a scientific standard reference cigarette, when assessing the top 9 toxicants the WHO believes are mainly responsible for smoking-related diseases. Similarly, Vuse, our vaping device, showed 99% fewer toxicants based on a comparison of cigarette and Vuse emission for a number of key toxicants present in cigarette smoke, which have been identified as harmful.

Addressing the issue of counterfeit products

 The proliferation of counterfeit and low-quality nicotine products poses a significant risk to consumers. Round underscores the importance of responsible manufacturing and regulatory oversight to combat this issue. “Counterfeit products can be identified by lower pricing and poor quality, but it can be challenging for consumers to distinguish genuine products. Ensuring proper regulation, monitoring and enforcement is essential to protect consumers,” she states.

Since introducing its first smokeless alternative in 2013 with its vaping device, BAT has made significant strides in expanding its product offerings. “We launched our first vapor product, Vuse, in the UK and then expanded to the other markets globally,” Round recalls. BAT now follows a multi-category approach, offering heated, vapor, and oral nicotine products. “Different smokers have different preferences, so it’s important to provide a variety of choices to facilitate adult smokers to switch from smoking,” she explains. 

Given BAT’s origins as a traditional tobacco company, the transition to smokeless products involves balancing business objectives with public health priorities. Round emphasises the importance of offering less risky products to consumers who do not want to quit nicotine altogether. “It’s crucial to provide alternatives for the approximately 1.1 billion smokers worldwide, as it leaves millions of smokers who would otherwise continue to smoke without the option to switch to such alternatives.”

Overcoming challenges and misperceptions

 One of the major obstacles for Tobacco Harm Reductionar is the widespread misperception about nicotine among the general public. “The recent survey conducted by Foundation for a Smoke-Free World showed that nearly 80% of healthcare providers worldwide even mistakenly believe nicotine causes lung cancer,” Round points out. These misperceptions hinder the adoption of smokeless products. Correcting these beliefs through education and responsible communication is essential for promoting the benefits of smokeless alternatives.

BAT actively supports progressive regulation and risk-appropriate taxation for its smokeless alternatives containing nicotine. Round cites New Zealand as a prime example of successful regulatory support. “The government’s endorsement of smokeless products has led to a 43% decline in daily smoking rates in New Zealand,” she notes. Similarly, Sweden is on the verge of becoming the first smoke-free country in Europe, defined by the World Health Organization (WHO) as having less than 5% of the population smoking. These examples highlight the critical role of regulator buy-in who will then in turn endorse risk-proportionate regulation to achieve public health goals. 

Responsible manufacturing and sales practices are central to BAT’s strategy. “It’s vital to ensure that products are of high quality and responsibly marketed,” Round says. This includes not making it available to youth and ensuring that all products meet strict safety and quality standards. BAT’s commitment to transparency and publishing its research methodologies for peer review is part of its effort to maintain credibility and trust. 

Elaine Round’s insights offer a comprehensive view of the reduced risk potential of these smokeless alternatives, enabled by scientific innovation and responsible practices. There is a need for adequate education and regulation to ensure that the potential for transforming public health and reducing the global burden of smoking-related diseases becomes increasingly achievable.