BAT Group, "Regulators Must Cooperate to Accelerate Harm Reduction of Tobacco Products"

Kingsley Wootton, Head of Marketing at BAT Group

[Asia Economy Reporter Choi Sunghye] Kingsley Whitten, Chief Marketing Officer (CMO) of BAT Group, emphasized a meaningful shift in the direction of tobacco-related policy development during his keynote speech at the Global Tobacco Nicotine Forum (GTNF) on the 23rd (local time).

BAT announced through the GTNF, held online for the first time ever in a non-face-to-face format, that as the world's largest tobacco and nicotine product company, it is striving to achieve its business goal of a "Better Tomorrow" by shifting its business direction toward reducing the impact on consumer health.

He also introduced BAT's business transformation focused on innovation and sustainability, emphasizing that "the efforts of each member of society pursued by the UN are required in policy formulation, and through this approach, tobacco harm reduction beneficial to all stakeholders will be achieved."

Whitten, CMO, highlighted the positive role of expertise and science accumulated by the tobacco industry and presented five guidelines for more effective tobacco harm reduction policies: ▲Evidence-based perspective (enhancing consumer choice and trust based on clear scientific evidence) ▲Differentiated regulation (introducing tailored regulations considering proven risk factors rather than absolute standards) ▲Freedom to innovate (innovation and evolution of products according to continuously changing consumer preferences) ▲Engagement and communication (transparent information-based decision-making between regulators and consumers) ▲Responsible marketing (expanding consumers switching from combustible products to non-combustible products).

Whitten, CMO, stated at the forum, "BAT Group believes that consumer-centric innovation and product science are key to achieving BAT's goal of a 'Better Tomorrow.' The 'Better Future' that reduces the health impact of BAT's business can be realized by providing consumers with a wider range of less harmful products."

He continued, "We believe that an approach through a diversified product portfolio, including heated tobacco products, e-cigarettes, and pouch-type oral tobacco, is the most effective way to satisfy the diverse preferences of adult consumers worldwide," adding, "Currently, we have 12 million non-combustible product consumers globally and plan to expand this number to 50 million by 2030."

He also said, "Changing adult smokers to use less harmful alternative products involves collaboration with all stakeholders, including regulators and public health experts participating in the tobacco industry," adding, "We will collaborate to establish effective regulations that satisfy public health goals related to tobacco while ensuring consumer freedom of choice."