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The Latest Move by BAT Aims to Cement The Tobacco Company’s Trajectory

Whether it is because their motives have become honourable, or purely because they realized they needed to change business strategies in order to survive, tobacco companies have been gradually but consistently transitioning into smoke-free businesses. The latest effort by BAT is a platform which outlines what this jouney looks like for the company.

Diane Caruana

September 22, 2024

Last week British American Tobacco (BAT) launched a major global initiative to promote a smokeless world through its new platform, Omni™, which was unveiled at the company’s first Transformation Forum in London. Omni™ is an evidence-based resource that combines scientific studies and BAT’s own research to advocate for Tobacco Harm Reduction (THR), highlighting innovations in smokeless products as alternatives to traditional smoking.

Naturally, most stakeholders remain sceptical about the motivations of BAT and other tobacco companies, and BAT acknowledged this on its website. “We recognise that some stakeholders may be sceptical of our motivations and actions. The Omni™ is not intended to be a panacea. However, it is our hope that our commitment to science, to open engagement with stakeholders, and continued investment in innovation will enable us to connect and carry on these important conversations.”

In line with experts in the field, BAT’s Chief Corporate Officer, Kingsley Wheaton said that tobacco harm reduction is the fastest way to achieve a smokeless world. He added that Omni™ aims to provide accessible information, answering critical questions about the risks of smokeless products, their role in quitting smoking, the impact of flavours, and BAT’s efforts to prevent underage access to tobacco and nicotine products. While BAT’s Director of Research and Science Dr. James Murphy, emphasized that Omni™ showcases BAT’s research and invites open dialogue with stakeholders, including those who may not be agreement with the company.

Moving away from combustible products

Of course BAT is not the only tobacco company investing in a smoke-free future. In September 2023 (Philip Morris International Inc) PMI announced its goal to become a predominantly smoke-free company, with over two-thirds of its business focused on non-combustible products by 2030. During the 2023 Investor Day, PMI’s leadership detailed the company’s future strategies, highlighting plans to build on their existing smoke-free progress and accelerate the phase-out of traditional cigarettes. It aims for smoke-free products to constitute the majority of its revenue in the coming years.

Similarly on their website, Imperial Brands say that they aim to significantly contribute to the public health approach of tobacco harm reduction (THR), adding that THR principles guide their research, scientific efforts, and the development of innovative solutions as they expand their range of next-generation products (NGP). While Japan Tobacco International (JTI) has also ramped up smoke-free efforts by expanding its range of heated tobacco and nicotine products, focusing on markets with significant demand for alternatives.

Amongst other things, these companies are actively seeking regulatory approval and compliance for their products, striving to position them as viable options for smokers looking to quit. While the world remains wary of their motives, tobacco companies’ increased focus on harm reduction reflects an industry-wide pivot towards smoke-free solutions- a change that will ultimately benefit consumers by providing more options of alternatives to cigarettes.