British American Tobacco Middle East DMCC hosted an event today in Dubai to spotlight the role of innovation and science in advancing tobacco harm reduction (THR). The event coincided with the release of the UAE’s first national standards for tobacco-free oral nicotine pouches – marking a significant step in establishing a framework for product quality, safety, and manufacturing.
At the event, BAT Middle East North Africa (MENA) highlighted its ongoing transformation toward building A Better Tomorrow™, with a commitment to providing adult smokers, who would otherwise continue to smoke, with a wide range of reduced-risk* alternatives to combustible cigarettes.
BAT also introduced Omni™, its evidence-based, dynamic resource that showcases how science and innovation are driving progress towards A Smokeless World. Omni™, a resource intended for scientists, public health authorities, regulators, policy makers, and investors, brings together hundreds of independent scientific studies and research, BAT’s own research into its innovation, as well as real-world examples of Tobacco Harm Reduction (THR) in action. One of the real-world examples highlighted at the event was Sweden’s success in achieving the lowest smoking prevalence in the European Union. A key to Sweden’s success has been its openness to allow the sale of smokeless alternatives to cigarettes that satisfy adult smokers’ desire for nicotine, and to avoid excessively restricting these products.
Local insights shared at the event further underscored the growing consumer openness to smokeless products to combustible cigarettes in the UAE. According to local internal research conducted by Kantar, 83 percent of adult smokers in the UAE are open to switching to reduced-risk* alternatives.
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Advocating for regulations to achieve smoke-free goals
Commenting on the occasion, Alexandre Ghanem, general manager of BAT MENA, said, “We are proud to contribute to conversations that support science-led transformation in our industry. The availability of nicotine alternatives, supported by regulation, innovation, and evidence, is key to encouraging a complete switch among adult smokers who would otherwise continue smoking.”
Showcasing Omni™ to the UAE audience for the first time, Mark Forster, BAT group’s senior scientific engagement manager, added: “We believe that Tobacco Harm Reduction represents one of the most significant public health opportunities. Especially as we near World No Tobacco Day, we stand alongside those calling for well-thought-out regulations that can help countries achieve their smoke-free ambition by encouraging adult smokers, who would otherwise continue smoking, to switch completely to smokeless alternatives, while preventing underage use.”
BAT’s tobacco-free nicotine pouches are already available in over 40 countries. The company has plans to expand its smokeless product portfolio in the UAE under the flagship nicotine pouch brand VELO.
