British American Tobacco Malaysia - Harm reduction

Combustible cigarettes pose serious health risks. The only way to avoid these risks is not to start or to quit. Yet not every smoker is willing to quit. 

Tobacco Harm Reduction recognises the important role that smokeless alternatives with lower health risks offer to smokers who may not otherwise choose to stop smoking. That is why we encourage those who would otherwise continue to smoke to switch completely to smokeless products.

We aim to:

• Increase consumers of Smokeless Products to 50 million by 2030;
• Generate at least 50% of our revenue from Smokeless Products by 2035.

Our Approach at a Glance

Our strategic aim is to generate an increasingly greater proportion of our revenues smokeless products, and by doing so, building a Smokeless World to realize our purpose of building A Better Tomorrow ™.

1. We are committed to providing adult consumers with a wide range of enjoyable and less risky products.
2. We continue to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is not to start or to quit.
3. We encourage those who otherwise continue to smoke to switch completely to scientifically substantiated, smokeless alternatives.
4. We will track and share progress of our transformation.

We believe there are three key enablers to make this a reality: enabling consumer choice, substantiating the reduced-risk profile of New Category products through world-class science and advocating for responsible regulation.