Harm Reduction

Recognising the life changing potential of vaping has never been more important. 

The science is clear: vaping is approximately 95% less harmful than smoking, making it a safer alternative to cigarettes. 

Many countries have achieved reduction in smoking rates thanks to vaping, and so today the question is: how can we accelerate the journey towards a smoke-free world?

Some reflections from across our markets, highlighting the reality that smoking continues to be an epidemic worldwide and how vaping delivers a proven solution to the millions of smokers looking to quit.