In a bold move that could accelerate the region’s journey toward a smokeless future, British American Tobacco ME DMCC — representing the Middle East and North Africa (MENA) cluster recently unveiled Omni™ — an evidence-based, dynamic scientific resource that provides an overview of the science supporting smokeless products and offers a summary of global evidence base in support of tobacco harm reduction (THR) created over the last decade.
Launched in Dubai, the initiative coincided with the UAE’s introduction of the first national standards for tobacco-free oral nicotine — marking a pivotal regulatory shift in the GCC’s approach to smokeless alternatives.
But Omni™ is more than just a scientific resource. It’s a signal of strategic intent — a blueprint for THR and a platform to foster transparency, education, and collaboration across regulators, policymakers, health professionals, and investors.
For BAT, it underscores their ambition to become a predominantly smokeless business by 2035 — and in the Middle East, that ambition is being met with growing interest and cautious optimism.
To understand how BAT is navigating this regional transformation, we sat down with Will Brockbank, the BAT area marketing director for the APMEA West region, who offered rare insights into the company’s regional roadmap and the behavioral shifts quietly reshaping nicotine consumption.
A smokeless pivot in progress
“The recent announcement by the UAE to regulate tobacco-free oral nicotine pouches is very much welcomed by us at BAT,” Brockbank said. “It’s a step in the right direction, creating a framework that prioritizes product safety, hygiene, and quality manufacturing.”
Such frameworks, he explained, are critical in achieving THR goals. Drawing on international examples, he pointed to countries like the UK, Japan, and notably Sweden — the last is expected to declare itself smoke-free years ahead of the EU’s 2040 target to achieve a smoke-free generation, largely thanks to its recognition and regulation of smokeless products as part of its public health policy.
“Countries like Sweden benefit from smart regulation that recognizes the potential role of smokeless products in reducing smoking prevalence,” Brockbank added.
A research done in the MEA region conducted by Kantar, a global data, insights, and consulting company, reinforces the potential role for smokeless products in the Middle East. In the UAE, 83 percent of adult smokers are open to switching to smokeless alternatives.
In Saudi Arabia, that figure is 30 percent. “The willingness is there,” he said. “What we need now is a clear, honest dialogue with regulators and public health stakeholders to push forward sensible, science-backed policies.”
Tackling misconceptions head-on
One of the key challenges in the region — and globally — is public misperception. “There’s often a fundamental misunderstanding of nicotine itself,” Brockbank noted.
“While nicotine is addictive and not risk-free, it is not the root cause of smoking-related disease. The majority of the harm associated with smoking-related diseases comes from the combustion — the burning of tobacco and inhalation of toxic chemicals.”
As part of BAT’s commitment to transparency, the Omni™ platform assembles research and accessible science to clarify the science and risk profiles of different nicotine products and support informed policymaking.
“Our goal is to clarify that not all nicotine products are created equal. That education is essential if we want to create a regulatory environment that encourages adult smokers to make a complete switch from smoking.”
BAT’s Middle East legacy and future milestones
Despite a traditionally cautious approach to tobacco alternatives in the region, BAT’s local legacy runs deep — with over 60 years of operations and a diverse team representing 43 nationalities.
“The market is shifting,” Brockbank said. “In the UAE, just 8 percent of adult consumers currently use smokeless products — but 83 percent are open to try. That’s a huge opportunity. And with platforms like Omni™, we’re helping policymakers, regulators, and public health community understand the science behind that shift.”
Looking ahead, Brockbank cited key milestones to watch: The expansion of regulatory frameworks across other GCC markets, evidence-based regulations in place for the smokeless alternatives that encourages adult smokers who would otherwise continue to smoke, to switch completely to alternative nicotine products, supported by the continued rollout of products like VELO, BAT’s tobacco-free oral nicotine pouch brand.
Underage access: Zero tolerance
A major area of focus for BAT — and a critical aspect of responsible marketing and governance — is the commitment to underage access prevention.
“We take this issue extremely seriously,” Brockbank affirmed. “Everything from our product naming, packaging, and flavor profiles to our marketing guidelines is designed for adult nicotine consumers only.”
BAT’s internal policies mandate that its marketing activities are only intended for adult consumers, while its websites for its products and brands are age restricted. Moreover, BAT has in place underage access prevention programs to prevent products being accessed by or sold to minors whether through BAT or its retail partners and requires employees to undergo annual underage access prevention training.
In line with this commitment, VELO in the UAE is being launched with child-resistant packaging, further reinforcing BAT’s dedication to keeping its products strictly for adult consumers only.
Final thoughts
As BAT ramps up efforts to support the transition to smokeless alternative products in the Middle East, initiatives like Omni™ represent a turning point — not just for the company, but for informed public health professionals to embrace THR and adopt progressive regulatory policies.
In a region where smoking prevalence remains high, the convergence of regulation — and innovation — may just be the combination needed to accelerate change.
“The future is smokeless,” Brockbank concluded. “And the Middle East has a real opportunity to lead that transformation — not by waiting, but by acting decisively and responsibly.”
