//Our Responsible Approach to Consumer Safeguarding

Imperial Brands is committed to making a meaningful contribution to tobacco harm reduction through our next generation products (NGP). To achieve our ambitions, it’s crucial we offer consumers high quality, regulated NGP they can trust.

We have always taken a responsible approach to NGP. From product design and manufacture to marketing, everything is strictly undertaken with adult smokers and existing adult nicotine users in mind.

While we have a legal responsibility to exercise reasonable care in their design, manufacture, and marketing, we’re committed to fully understanding the products we’re selling and proud of our comprehensive, and holistic approach to safeguarding our consumers.

Altogether, a vast number of pre- and post-market processes, systems and teams work in harmony to ensure our approach to creating NGP is comprehensive and rigorous. This helps us build trust with regulators, public health, and consumers alike both before – and after – our products reach the market.

Find out more from our Assessment, Guidance, and Permissions team in the video below or read more in our infographic.

Follow us on LinkedIn and read more about our intentions to help create potentially healthier futures for our consumers on our corporate website. You are free to share this content with credit to Imperial Brands under a Creative Commons Attribution-NoDerivatives 4.0 International (CC BY-ND 4.0) license.