Switching to smokeless alternatives: BAT presents the science

BAT has been on a mission to Build a Smokeless World by encouraging adult smokers who would otherwise continue to smoke, to switch completely to smokeless alternatives. While these alternatives are addictive and not risk-free, they have a reduced-risk profile compared to cigarettes, based on the weight of evidence and assuming a complete switch from smoking.

As a major proponent of Tobacco Harm Reduction (THR), BAT invests more than £300 million (Dh1.49 billion) annually on the research and development of its smokeless products, with a global network of eight innovation, product and R&D centres around the world.

However, misperceptions around smokeless products persist, says Mark Forster, Global Senior Scientific Engagement Manager at BAT, despite scientific evidence indicating that the primary cause of smoking-related diseases is the emission of toxic chemicals in smoke created by the burning of tobacco.

To drive the conversation around evidence-based innovations, BAT launched Omni, a dynamic resource for scientists, public health authorities, regulators and policymakers last September. It brings together hundreds of independent scientific studies as well as BAT’s own research on the potential role of smokeless products in THR.

In this interview with Gulf News, Forster delineates the science behind smokeless products, why THR is an effective strategy to enhance public health, and how the UAE’s introduction of technical regulations for tobacco-free oral nicotine pouches sets a framework for quality and product safety for consumers.

Here are the excerpts from the interview.

Why are smokeless alternatives better for people who continue to smoke despite the health concerns?

Tobacco use remains high across the Middle East, with about 61 million adults using tobacco products in 2024. In this context, the consumption of combustible tobacco – particularly cigarettes – stands out as both a deeply rooted behaviour and a major public health concern.

This widespread use of cigarettes becomes especially concerning given that research bodies and leading global regulatory entities have conclusively demonstrated the dangers of tobacco combustion, which releases chemical compounds linked to several health complications.

In this context, a common misconception attributes all tobacco-related health risks to nicotine, but this belief contradicts the available scientific evidence. Several public health authorities, including the UK’s Royal College of Physicians (UK RCP), have concluded that the vast majority of harm associated with smoking is caused by the inhalation of the smoke produced by combustion of tobacco, not nicotine itself.

Smokeless products, such as tobacco-free oral nicotine pouches, serve this purpose by providing adult smokers with alternatives that eliminate smoke production, thereby producing fewer toxicants as compared to cigarette smoke.

Can you explain the scientific research that has gone into developing these smokeless alternatives?

Our vision is to Build a Smokeless World. As part of that, we focus on developing innovations and products, as well as establishing data-based insights that evolve our innovation strategy to create products that could reduce the public health burden globally.

This work is undertaken by around 1,750 R&D specialists across eight sites around the world, with Innovation Centres located in Southampton, Shenzhen and Trieste to collaborate on product development and innovation.

Our commitment goes beyond simply conducting the science; we believe it is as important to share it with the wider scientific community, which is why we publish details of our scientific research on BAT-science.com.

We also launched Omni, our evidence-based, dynamic resource intended for scientists, public health authorities, regulators, policymakers and investors – bringing together hundreds of independent scientific studies, BAT’s own research into its innovation, as well as real-world examples of THR in action.

How do tobacco-free oral nicotine pouches fit in with your vision of building a Smokeless World? How are they a less harmful alternative to cigarettes?

We are committed to creating A Better Tomorrow, with an aim to reduce the health impact associated with our business by offering smokeless alternatives for adult smokers. We believe every adult smoker who switches completely to a smokeless alternative, instead of continuing to smoke, is a step towards A Better Tomorrow.

Although these products are not risk-free, based on the weight of evidence, laboratory chemical studies of our tobacco-free oral nicotine pouch products show that they produce significantly fewer toxicants than the smoke in traditional cigarettes. Toxicology tests assessing the biological effects of our nicotine pouch products on laboratory cells also show they have reduced effects relative to cigarettes and traditional snus.

Moreover, in 2021, we published peer-reviewed evidence that suggests tobacco-free nicotine pouches have a toxicant profile that is comparable to nicotine replacement therapy (NRT) products. The studied pouches were also found to have a toxicant profile that is far lower than snus.

Based on our scientific research and informed by the wealth of independent evidence regarding snus, we believe that switching completely from smoking to tobacco-free oral nicotine pouches has the potential to reduce the relative risks of developing smoking-related diseases as compared to continued smoking.

BAT is a big proponent of THR. What are the advantages of adopting THR as a public health strategy?

There are well-known health risks associated with smoking cigarettes, and the only way to avoid these risks is not to start or to quit completely. However, not every smoker wants to quit.

As such, proponents of THR – a public health strategy that aims to minimise the harm associated with smoking by providing adult smokers, who would otherwise continue smoking, with alternative sources of nicotine – contend that delivering nicotine effectively without combustion could result in the significant reduction of the harm associated with smoking-related diseases.

The tobacco and nicotine industry has undergone a seismic shift in recent years. Increasing numbers of adult smokers are migrating to smokeless products such as vapour products, heated tobacco products, and oral nicotine pouches. With an increasing amount of scientific research behind these products, they represent an opportunity for THR on a global scale.

Can you give us an example where THR has worked?

Sweden provides a compelling real-world example of THR effectiveness, with THR policy implementation directly contributing to the country achieving the European Union's lowest smoking rates. The Swedish openness to regulate smokeless alternatives with a progressive, yet a responsible framework, has provided choices for adult smokers to transition to such products with lower-risk profiles, including tobacco-free oral nicotine pouches.

According to official data from Sweden's public health agency, the national smoking rate reached 5.4 per cent in 2024, closely approaching the World Health Organisation’s smoke-free nation threshold of less than 5 per cent smoking prevalence. To put this in context, the EU has set a target of establishing a smoke-free generation by 2040 and Sweden has nearly achieved this goal 16 years ahead of schedule.

Despite tobacco control measures, a significant portion of adults in the Middle East are still cigarette smokers. How can the region bring down its smoking rates?

In order to leverage tobacco-free oral nicotine pouches as an effective THR tool, policymakers must craft legislation that balances the relative risk profile associated with these products compared to cigarettes, alongside the potential public health benefits they could bring.

In this context, some authorities have highlighted the ineffectiveness of the conventional approach to smoking cessation, predicting that the Middle East would have experienced only a nominal decrease in its smoking prevalence, from 33.3 per cent in 2020 to 31 per cent in 2025.

The UAE recently introduced regulations for tobacco-free oral nicotine pouches. How would these regulations help THR, and eventually consumers?

The UAE has consistently been at the forefront of regulatory innovation and progress across various industries. The pioneering decision by the Ministry of Industry & Advanced Technology (MOIAT) to issue a technical standard for tobacco-free oral nicotine pouches is yet another indication of the country’s commitment to implement clear and comprehensive quality and product safety standards.

Adult smokers and nicotine users in the region, particularly those in the UAE, are progressive and forward-thinking and are open to exploring innovative alternatives to smoking. Local research from Kantar showed that 7.8 per cent of UAE consumers currently use smokeless products while a much sizeable pool of 83 per cent of the respondents are open to making the switch to these products from smoking.

The publication of the UAE Standard provides access to high-quality alternatives for these adult smokers and nicotine users.

What do you see as major challenges in your journey to a Smokeless World?

We believe that misperceptions around nicotine and smokeless products remain a significant obstacle not only in the region but globally, with many inaccurately believing that all smokeless alternatives are just as harmful or even more harmful than traditional cigarettes.

A global Ipsos survey of 27,000 smokers across 28 countries found that 74 per cent believe vaping is at least as harmful as smoking. These statistics illustrate the scale of the challenge facing public health officials, as well as the educational efforts and messaging needed to change perspectives.

Public health authorities such as the NHS have made it abundantly clear that while nicotine (such as that in vaping) is not risk-free, "it is less harmful than smoking" and "does not contain toxic chemicals found in cigarettes, including tar and tobacco".

– In association with BAT