Our Alternatives to Animal Testing (ATAT) programme began in 2016. Over the last half-decade, we’ve been exploring the potential of this approach to assess next generation product (NGP) aerosols compared to cigarette smoke.
But how has the shift away from using animals in science come to pass?
Animal testing has been prevalent in biological research since the 1950s, and many scientists still rely on these relevant, but arguably unethical, techniques. The approach started to change around two decades ago, when the US National Research Council (NRC) began to recognise rapid advances in biotechnology.
In 2007, the NRC outlined a strategic plan to advance toxicity testing through new methodologies that evaluated changes in biological processes using cells, cell lines, or cellular components of human origin – rather than traditional in-vivo methods using live animals.
They called it Toxicity Testing in the 21st Century, or TT21C.
Since then, those manufacturers and scientists who support the movement to use fewer animals in research in laboratories across the world have made seismic strides in proposing and developing cutting-edge alternative methods that are more human-relevant.
That includes our own industry – and we’re proud to be among those pioneering a TT21C-driven approach, aligning with our wider corporate position not to test on animals unless required by regulatory authorities.

Our own TT21C research programme – ‘Alternatives to Animal Testing’ (ATAT) – began in 2016. During the last half a decade, we’ve been exploring the potential of this approach to assess next generation product (NGP) aerosols compared to cigarette smoke.
The results have been very promising, highlighted by the acceptance of our studies into the peer-reviewed academic literature.
For instance, in conjunction with recognised regulatory in-vitro test methods, we’ve examined the effect of our NGP on cardio endpoints. Watch the video below to learn more.
We’re also using a range of other assays to assess cancer and chronic respiratory disease endpoints, heart disease, organ interactions, and in-vitro models to populate parts of adverse outcome pathways (AOP).
You can explore them in our interactive table at the bottom of this page.
Using multiple assays related to different areas of smoking-related disease allows a weight-of-evidence approach to help draw compelling conclusions around the harm reduction potential of our NGP.
ATAT has incredible potential, but it’s still an emerging framework in some ways – not least because it’s still less than two decades young. This means there’s still lots to do in terms of educating regulators, media, and the public around its advantages.
However, we’re confident many ATAT methods and assays will become established as future regulatory standards.
Several agencies are demonstrating keenness to encourage this shift: the most high-profile being the U.S. Food and Drug Administration (FDA), who have previously acknowledged the need for New Assessment Methods (or NAMs) through their own Tox21 programme and roadmap.
Meanwhile, People for the Ethical Treatment of Animals (PETA)’s Science Consortium have commended our research programme for its TT21C-driven approach.
There has been astonishing progress in the development of human-relevant non-animal testing approaches, and their use to more reliably and rapidly provide information for predicting the potential toxicity of chemicals to humans. We support the advancement of scientifically sound non-animal testing approaches, as demonstrated by Imperial Brands, and partner with others fostering their advancement.
Andreas Stucki, PhD
PETA Science Consortium International e.V.
https://www.thepsci.eu/
We continue to scientifically engage with regulators to build the knowledge around, and acceptance of, approaches like ATAT to help enable more ethical and human-relevant assessments in the future.
TT21C is a real toxicological gamechanger and our Alternatives to Animal Testing team is proud to work on this cutting-edge harm reduction science.
Matt Stevenson
Scientific Substantiation Senior Manager