������Ƶ

In September, ������Ƶproudly launched Omni™, a major global initiative to make a Smokeless World a reality.��

Unveiled at our first ever Transformation Forum in London, Omni™ is a dynamic resource, rooted in science, designed to encourage evidence-based dialogue on Tobacco Harm Reduction.��

By compiling hundreds of independent studies alongside our own research, Omni™ showcases the potential of smokeless products to reduce smoking-related risks, and promote the shift from traditional cigarettes to less risky^*† alternatives like e-cigarettes and nicotine pouches.

At the launch, BAT’s Chief Corporate Officer, Kingsley Wheaton, said: “Tobacco Harm Reduction – encouraging smokers who would otherwise continue to smoke to switch completely to less risky^*† alternatives – is the fastest route to achieving a Smokeless World. And we’re committed to working with others to make this a reality.��

While we have a history of humans smoking tobacco for more than 8,000 years, innovation has now delivered smokeless products with reduced risks^*† compared to cigarettes. We stand on the threshold of a breakthrough of science-backed change.”

Omni™ looks to answer important questions about smokeless products, including their risks compared to cigarettes, the role of flavours, and concerns about underage access to nicotine products. It also highlights examples of countries that have successfully embraced Tobacco Harm Reduction such as Sweden, which is soon expected to be the first country in the world to go smokeless as defined by the World Health Organisation.��

Dr. James Murphy, BAT’s Director of Research and Science, explained that: “With Omni™, ������Ƶis showcasing its world-class research. Omni means all, and we are committed to opening it up to all stakeholders in the THR policy discussion so that we can seize this exciting opportunity to build a Smokeless World.��

“We’re conscious that this will only be possible through genuine dialogue. That’s why we’re inviting anyone who shares our vision – including those who might disagree with us – to review the evidence and join the conversation.”��

Kingsley Wheaton added that “Omni™ is more than a resource. Our ambition is for Omni™ to be a platform for a necessary conversation founded in evidence, a manifesto for change and a mandate for action. All backed by the highest quality science and real-world evidence.

“A Smokeless World will only be achieved through the adoption of tobacco harm reduction, and this will require more dialogue and whole-of-society solutions. We’re ready to lead and be part of that dialogue. It’s too important not to.”

The Omni™ underscores BAT’s commitment to reducing the health impact of its business, aiming to create real change in the tobacco industry by focusing on evidence-backed smokeless alternatives with reduced risk profiles compared with cigarettes. Through continued engagement and dialogue, we are hopeful it can progress us towards a Smokeless World.��

.