Our next-generation products will be defined by their potential to reduce the health risks associated with tobacco use and their ability to provide an acceptable user experience for consumers. We’re committed to bringing new and innovative RRP* to market, and are continually developing and testing them using scientifically-rigourous methods.
Two particular types of Reduced-Risk Products* (RRP), electronic cigarettes and tobacco vapor products, are becoming increasingly popular among existing adult smokers. Research shows that there are a number of lifestyle-related reasons for this, but the desire to reduce the harm caused by smoking traditional tobacco products is a key driver for many smokers.
Overall, we believe that it is in the common interest of Public Authorities and tobacco product manufacturers to make a success of RRP* that meet consumer expectations. Recent third-party reports from the UK and elsewhere on the relative safety of electronic cigarettes are encouraging.
While it is still too early to understand the long-term health effects of RRP*, –factors including the elimination of combustion and the fewer toxicants found in the vapor, suggest there is potential for them to reduce the risks associated with smoking.
That’s why we’re committed to ensuring that all our RRP* fulfill this potential. We pride ourselves on an open approach that embraces scrutiny from consumers, regulators and the scientific community, and we regularly present our findings at scientific conferences and in peer-reviewed journals. Our approach is elevated by the most up-to-date understanding of the subject and grounded in evidence-based observations.
Creating a reduced-risk future
Our scientific approach starts with ensuring the quality of the products using a systematic approach, which ensures that our prototypes and final product designs are developed within pre-defined and controlled criteria.
How do we minimize the risks associated with tobacco use in the next-generation products we create? How do we maximize the acceptance of RRP* by current adult smokers?
These two questions are at the heart of our approach to RRP* design. We let intelligent product design, rigorous testing and impartial evidence provide the answers.
1
2
Determining harmful elements
Once we develop a new RRP*, we have to prove with the highest degree of certainty that it generates less harmful substances – known scientifically as ‘harmful or potentially harmful constituents’ (HPHCs) - than traditional tobacco products.
The first step of assessing an RRP* is to understand if there is a reduction in the HPHCs measured in the aerosol of an RRP* compared to the levels found in the smoke of cigarettes.
Measuring the impact of emissions
The next step is to assess whether a reduction in the formation of the HPHCs translates into reduced toxicity.
We carry out these toxicological assessments through established, standardized and validated tests that are in line with those used for pharmaceutical and food products. In addition to traditional toxicological studies, we also conduct applied studies based on, for example, in-vitro disease models.
3
4
Investigating the effect on humans
As well as ensuring a new RRP* demonstrates the desired scientific results, we also gather human data on its use and effects. At this stage, we’re mainly looking for clinical evidence of reduced-risk potential by actually examining the product’s effects on the user. This includes studying exposure reduction and carrying out pharmacokinetic studies.
Analyzing the way a product is experienced
Providing a satisfactory experience is essential. That is why we investigate how consumers will actually perceive and use RRP* in real world.
5
6
Ensuring long-term success
Our meticulous testing of new RRP* doesn’t stop once the products get to market. RRP* are still a relatively new proposition for manufacturers, regulators and consumers alike, and monitoring their long-term effects will be an essential undertaking – one that we take seriously across a product’s entire lifecycle.
We aim to be open and transparent about our Reduced-risk assessment programs, presenting our findings at renowned international scientific conferences as well as publishing our data in peer-reviewed scientific journals.
You can find more information on the studies conducted to date in our documents.
