Recently you have probably started to hear a lot about Tobacco Harm Reduction or “THR” from us and moving forward, you’re going to hear a lot more.
THR is an approach to improve public health outcomes by focusing on what we believe is one of the most important movements for America’s health agenda – reducing the harm associated with smoking combustible cigarettes.
Our commitment to our mission of creating A Better TomorrowTM by Building a Smokeless World necessitates an even stronger commitment to pragmatic solutions that help advance paths to reduce the health impact of our operating businesses.
There are over one billion smokers worldwide and 30 million of them live right here in the U.S. In any group that large, there will be a wide spectrum of opinions and priorities. Some adult smokers are uninterested in quitting tobacco altogether. Those adults deserve access to science-backed information about potentially reduced risk options available today.
So, what exactly is THR? It’s a public health strategy that creates opportunities to improve health outcomes in America. By empowering adult smokers with knowledge about potentially reduced risk alternatives, they can make informed decisions regarding their consumption of alternative nicotine products.
Public misperceptions surrounding potentially reduced risk products pose a challenge in reducing the health burden of cigarette smoking. Our focus is to address these misperceptions by educating and engaging with key stakeholders on the scientific evidence supporting the potential benefits of potentially reduced risk products as compared to combustible cigarettes. THR accounts for where the tobacco and nicotine markets are today, where the market is heading, and for the innovative technology that has become more commonplace in the last few years. From modern oral products, like nicotine pouches, to tobacco heating products and e-cigarettes, there are more options than ever for those adults who want to continue to use tobacco and nicotine products while exploring alternatives that have potentially reduced risk compared to combustible cigarettes.
Why now? Smoking is at a near historic low. Adult smokers are embracing these potentially reduced risk alternatives, and they deserve the information about potentially reduced risk products that allows them to make the best choices for themselves. In fact, since 1970, the rate of adult smoking has fallen more than 70%, but of adults that still smoke tobacco products, including non-combustible products, more than 79% use combustible cigarettes. This number will likely remain higher than it could be if there is a lack of access to alternatives with potentially less risk for adult smokers who are uninterested in quitting tobacco altogether.
Nothing happens in a vacuum, which is why our approach to Tobacco Harm Reduction has four key pillars, all of which are crucial to having a positive impact on America’s public health:
- Better Regulation: Using guidance grounded in science to foster sensible regulation that keeps pace with innovation.
- Better Alternative Choices: Continued innovation allows the industry to bring new, potentially reduced risk alternatives to adult smokers who are uninterested in quitting tobacco products altogether something other than traditional combustible cigarettes.
- Better Solutions: By working together with anyone who shares the common goal of improving public health in the US, we can find new solutions only made possible through collaboration.
- Better Understanding: An unwavering commitment to THR requires leveraging sound science to inform adult smokers on potentially reduced risk alternatives.
These four pillars enable us to pursue our most important goal – finding a Better Way to A Better TomorrowTM.
In the coming weeks, we’ll dive more deeply into each of these important pillars and work to provide you with a better understanding of Tobacco Harm Reduction and why it is so important.
To learn more about Tobacco Harm Reduction, and Reynolds’ commitment to creating A Better Tomorrow by Building a Smokeless World, visit the Reducing Harm page on ReynoldsAmerican.com.
