Imperial Brands is transforming. We understand society’s concerns about the health risks of smoking, and as a responsible business we also recognise our role in helping to potentially reduce smoking-related harm through making a meaningful contribution to tobacco harm reduction (THR).
Harm reduction is an established public health concept. It involves taking mitigating action to reduce the potential harm associated with a risky behaviour – like using a seatbelt when driving a car or putting on sun cream before going to the beach.
THR works on the same principle.
In the past, nicotine has mostly been consumed through burning tobacco. The greatest health risk of smoking comes from inhaling the resulting smoke, which contains thousands of chemicals. Cigarettes deliver nicotine, but it’s crucial to understand nicotine isn’t the primary cause of smoking-related disease.
THR refers to consumer-centric strategies designed to reduce the health risks associated with smoking, but which may involve the continued use of nicotine and/or tobacco.
The best course of action adult smokers can take to improve their health is not to use any tobacco or nicotine product. However, despite being aware of the risks, millions are currently either uninterested – or unwilling – to take this step.
That’s where next generation products (NGP) come in. They’re designed to meet the complex needs of consumers, including the delivery of nicotine, without involving harmful tobacco combustion.
While we’re excited about the harm reduction potential of NGP, we also recognise it’s crucial they’re not also attractive to non-smokers – including youth. This would potentially undermine any progress made through switching adult smokers.
Our philosophy is based on the THR equation (below) and reflects a responsible approach to marketing and advertising our products, combined with a no-tolerance approach to youth access through every stage of our products’ lifecycles.
As NGP categories continue to evolve, we’re seeing growing diversity in consumer behaviour within different markets. In response, we’re rolling out a range of exciting new products while contributing important scientific research to the broader compelling evidence base demonstrating their THR potential.
It’s also crucial to continue to have fruitful conversations with regulators and public health bodies, combating misperceptions when we counter them, while listening to our consumers and their evolving preferences.
‘Start with the consumer’ is the first – and arguably most important – of our five core behaviours at Imperial Brands; understanding their needs and gaining their valuable insights directly informs our science and innovation strategy, as well as our external engagement as we campaign for a healthier future.
We’re committed to working at pace with both in-house teams and external partners to create satisfying NGP that further boost switching rates away from cigarettes.
If we succeed, we’ll contribute to improving broader consumer health for potentially millions of adult smokers across the globe.
That’s the amazing public health opportunity THR represents; it’s a singular opportunity that’s energising us all.
Read our science & innovation brochure Beyond Smoke to learn more.
Joe Thompson
Group Science & Regulatory Affairs Director
