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Our ambitionÌý

To migrate adult smokers from cigarettes to Smokeless Products.Ìý

To begin with, we are very clear that Smokeless products are not risk-free. The best choice any adult smoker can make will always be quitting combustible tobacco products completely. Yet many do not.Ìý

We believe that progressive, evidence-based regulation – supported by meaningful enforcement – is the key to reducing smoking rates.

We seek to engage with public health authorities and regulators, to support the development of policies and strategies that balance THR objectives with key concerns, such as underage access, environmental impacts and product safety.

How we’ll get there

Migrating smokers to Smokeless products.Ìý

We invest more than £300m a year in the research and development of Smokeless products. We continue to enhance our capabilities while collaborating with researchers around the globe.Ìý

Our multidisciplinary team of scientists make sure all our products meet high quality standards in line with our Product Stewardship Framework and our Group Quality Policy Statement. These provide the guidance to develop and manufacture our products responsibly and formalise how we strive to deliver high-quality products.

Our Global Toxicology team conducts in-depth toxicological and safety risk assessments of the ingredients and materials we use to ensure that they meet the standards required to bring our products to market.

What we’re doing

Our commitment to THR through the development, scientific assessment and commercialisation of our Smokeless products.

Making a Smokeless World a reality

In 2024, we set out our vision to Build a Smokeless World by introducing Omniâ„¢, a progress summary on our efforts to create A Better Tomorrowâ„¢.Ìý

Omniâ„¢ openly addresses the big questions facing our organisation and provides an overview of the science supporting our Smokeless products. It also summarises the global THR evidence base compiled over the last decade.Ìý

We published our 'Commitment to Responsible Vaping Products', containing new and ambitious goals to address legitimate stakeholder concerns about underage access, product safety and environmental impact.

Backing the role of appropriate regulation

Appropriate regulation, transparency, and accountability are essential for Smokeless products to reach their full potential. A balanced approach that factors in views of all stakeholders – including those of ÌÇÐÄ̽»¨â€“ and the latest body of evidence is key..Ìý

Scientific rigour and due diligence

Our research in Smokeless products not only focuses on the compliance of our products with all relevant regulations where they are sold, it also contributes valuable data to the scientific community.Ìý

Our studies follow standardised regulatory-endorsed methodologies where those exist, in line with requisite quality standards and practices (e.g. good laboratory practice and good clinical practice), and where possible, are conducted through third-party contract research organisations.Ìý

Putting our expertise to work

With consumer insights and significant investments in science and R&D, we strive to deliver innovations that anticipate and satisfy consumer preferences.Ìý

We collaborate with external partners and our corporate venturing arm, Btomorrow Ventures (BTV), to gain access to emerging technologies and trends.

BTV has recently invested in a human technology company, that develops advanced systems to replicate disease states and human responses to therapeutics. Its technology is designed to facilitate the acceleration of drug discovery and reduce the need for animal studies.

In 2024, we attended more than 60 conferences, presenting on the science behind our Smokeless products. These conferences ranged from large general conferences on toxicology to more specialist events on nicotine and tobacco science. We also ensure that the research and content we share at conferences is accessible to the public via our dedicated website, bat-science.com.Ìý

More than 270 peer-reviewed papers have been published in a range of global journals about our Smokeless products.

Find out more: For more on our research and scientific engagement see the