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Responsibility

Responsibility

At BAT, we take our responsibilities seriously.ÌýThat's why we have set ourselves industry leading guidelines and commitments to achieve multi-stakeholder solutions to Build a Smokeless World.

At BAT, we have set ourselves the aim to Build a Smokeless World by actively migrating smokers from cigarettes to smokeless products.ÌýWe don’t believe progress can be made on Tobacco Harm Reduction unless responsible manufacturers address stakeholder concerns. We want to do this while also being responsive to the needs of our consumer.

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We have set ourselves industry-leading guidelines and commitments that will enable us to Build a Smokeless World by achieving multi-stakeholder solutions.

Responsible Marketing Principles

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As we work to build a Better Tomorrowâ„¢, our Responsible Marketing Principles (RMP) guide our decisions in how we market our tobacco, nicotine and zero nicotine products and brands. We will uphold the same high standards in every market in which we operate, even when they are stricter than applicable local laws.

We believe tobacco and nicotine consumption is a choice for adults only. No one underage should ever smoke or use products containing tobacco or nicotine.

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We understand the products we sell have different risk profiles, but that none of our products are risk-free. Marketing freedoms with respect to our new categories are critical for our ability to deliver on Tobacco Harm Reduction (THR). Through communicating and raising awareness around smoking alternatives that are scientifically substantiated, we can support the acceleration in reduction of smoking rates and in turn smoking related diseases. It is therefore essential we provide consumers with clear and meaningful information about our products.

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All ÌÇÐÄ̽»¨companies, employees, and anyone working on our behalf, in any capacity, must adopt these Marketing Principles and seek to apply them in good faith at all times.

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Our 7 guiding principles to Responsible Marketing are:

  1. Our Products are intended for Adult Consumers
  2. Our Marketing is targeted to Adult Consumers
  3. We are committed to Underage Access Prevention
  4. Our Marketing is honest and accurate
  5. We inform Consumers that our Products are not risk free
  6. We respect and comply with all applicable laws
  7. We require our partners to market our products responsibly

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Read more about our Responsible Marketing Principles and Responsible Marketing codeÌý

Our commitment to responsible vaping products

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Under our flagship global Vuse brand, our vapour products play a major role in providing smokers, who would otherwise continue to smoke, with a reduced risk*†Ìýalternative to cigarettes.

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However, the growing popularity of vapour products as a reduced-risk*†Ìýalternative has led to concerns among some stakeholders. These range from underage access and appeal, to product safety and environmental impact. These concerns have been fuelled by the market being saturated with illicit products that evade regulation and are often marketed to minors.

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In some cases, regulators have reacted by applying extreme regulation to the entire vapour category, restricting or preventing adult smokers and nicotine users from accessing responsible manufacturers’ legal products.

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This is why we have launched a series of new industry-leading ambitions for our vapour devices (available below), supported by evidence-based solutions, to tackle some of the most pressing societal concerns.

Our purpose to Build A Better Tomorrowâ„¢ is clear, and we intend to do so while ensuring that our reduced-risk*†Ìýproducts continue to be available, accessible and enjoyable for adult consumers.

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In setting these ambitions, we are striving to:

  • Prevent underage access, appeal and accidental use, by adopting age-gating technologies and accidental use restriction features, and ensuring device features, e-liquid flavours, packaging and marketing are designed for adults.
  • Enhance product safety through assessment of ingredients, materials and emissions.
  • Improve the circularity of our devices, by incorporating removeable batteries.
  • Support an effectively regulated marketplace, by advocating for enforcement of regulation and strong penalties for non-compliance.

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To achieve these goals, we are committed to pursuing progressive, multi-stakeholder solutions that build stronger connections between policymakers, regulatory, public health authorities and like-minded organisations that believe in the potential of Tobacco Harm Reduction.

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BAT’s commitment to responsible vaping products (0.3mb)

*ÌýBased on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.

†ÌýOur products as sold in the U.S., including Vuse, Velo, Grizzly, Kodiak, and Camel Snus, are subject to FDA regulation and no reduced-risk claims will be made as to these products without agency clearance.

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