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ISSUES
MODIFIED PRODUCTS
Determining what makes for sensible regulation on reduced risk products requires close collaboration among government authorities, tobacco companies and the academic and public health communities. In our view, national governments, as well as advising people of the health risks of smoking and the health advantages of quitting, should support efforts by tobacco manufacturers to produce reduced risk products.
We view the development of products which might offer lower risks as a major priority and are seeking co-operation and support from government officials and others on the evaluation of such products.
However, governments and their scientific advisors have yet to reach agreement on a method of measuring, on a comparative basis, the health risks presented by cigarette products with varying characteristics. We believe it is important for governments to come to conclusions in this area.British American Tobacco will continue with its own research efforts to produce products which might offer lower risks.
Sensible regulation of reduced risk products
In our view, product characteristics themselves should not be considered in isolation. Consideration should also be given to any product modification in terms of consumer acceptability, and whether the product or claims made about the product would encourage youth smoking and/or encourage adults either to take up smoking or decide not to quit.
Experience has shown it is extremely difficult to produce products which might be regarded as presenting significantly reduced risks that would also be acceptable to consumers. Because of this, we believe it is important that governments focus on the development of potentially reduced risk products, the health communities' role in that development, and on consumer information relating to potentially reduced risk products. They should support potentially reduced risk products as a consumer choice among a range of products. In our view, the most sensible public policy enables consumers to make informed choices, including whether or not to choose a potentially reduced risk product.