Transforming Tobacco

We are fully committed to the growth of potentially reduced risk products and have bold but realistic ambitions.

At BAT and Imperial Tobacco Canada, we have been clear for many years that our business needs to be built on outstanding products, informed consumer choice and a drive towards a potentially reduced risk portfolio. Today we are in the most dynamic period of change our industry has ever encountered. An unprecedented confluence of technology, societal change and public health awareness has created a unique opportunity: the opportunity to make a quantum leap forward in our long-held ambition to provide our consumers with potentially less risky alternative choices.

We are in a truly transformative era and we are committed to leading this transformation.

Consumer tastes in the tobacco and nicotine space are fragmenting and evolving and it is only by making available a wide range of product choices that we can address the many and varied preferences of today’s more demanding consumers.

Potentially Reduced-Risk Products Explained

Oral tobacco products are not currently distributed by Imperial Tobacco Canada.

Vapour Products (E-Cigarettes)

E-cigarettes are handheld battery powered electronic devices which heat a liquid formulation (an e-liquid or sometimes called ‘juice’) – often containing nicotine – to create a vapour which can be inhaled. They don’t contain tobacco.

Oral Tobacco and Nicotine Products

Products that are used by putting them in the mouth – includes Snus; tobacco-free nicotine pouches and moist snuff. Whilst the vast majority contain tobacco, there is no burning.

Tobacco Heating
Products (THPS)

THPs are devices which heat tobacco. They are also sometimes referred to as Heat-not-Burn products. All THPs contain tobacco – this is a key difference from E-cigarettes. However like E-cigarettes, no burning takes place.

Harm Reduction

In the world of public health, harm reduction is about developing policies to try and minimize the negative health impact of a risky activity without stopping it entirely.

For example, advocating the use of condoms reduces the spread of sexually transmitted diseases. For tobacco, this means offering potentially less risky alternatives to regular cigarettes for those smokers who cannot, or choose not to, give up.

The current expert estimate is that using e-cigarettes is around 95% safer than smoking.

E-cigarettes: an evidence update, Public Health England, August 2015

Advocating harm reduction as the way forward

We believe there are credible potentially less risky alternatives to regular cigarettes to address the public health impact of smoking.

We’ve spent decades researching how to create potentially less risky products and we believe now the technology is right and we can now offer a satisfying quality, potentially less risky alternatives to traditional cigarettes for those adult smokers who want more choice.

  • For society, potentially less risky alternatives have the potential to reduce smoking-related disease, while also being an area of commercial growth for our business.

  • We are investing in a pipeline of high-quality Next Generation Products to give consumers a choice of potentially less risky alternatives to smoking.

  • We’re working with scientists and regulators to promote this next generation of products and advocate a regulatory approach that puts consumer safety and product quality first, while encouraging the growth of products that could help smokers cut down or quit.

Transparency and world-class science

BAT is committed to exemplary corporate conduct and transparency across the whole business – this includes our research and development.

We will always be transparent about our science. This is central to our approach. We publish details of our scientific research on and submit the results of our research to peer-reviewed scientific journals, irrespective of the findings.

For more details on our scientific research programs, visit our dedicated website

We have state-of-the-art R&D facilities and hundreds of scientists covering many different disciplines, and we work in collaboration with external researchers around the world, such as in the USA, Canada, Spain, Germany, China and Russia.

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For more instructions our own products, please visit our commercial websites:

Vaping Tobacco Heating Product