By Kara Calderon, Head of Underage Access Prevention
Recently, the National Youth Tobacco Survey (NYTS) results were released, which showed the continued decline in youth e-cigarette (Vapor Products) use, which is now at the lowest level in a decade, and down 71% since its peak in 2019.
At Reynolds American, underage access prevention (UAP) is more than a policy; it is a core principle that drives every facet of our business. We are resolute in our commitment to ensuring that our products are not accessible to individuals under 21. This steadfast dedication influences our practices, technology, and collaborations with stakeholders across the board.
Our aim is unambiguous: We do not want our products in the hands of underage individuals. Period. This conviction propels us to operate with the highest level of responsibility, forging strong partnerships with regulators, policymakers, and retail partners. Our aim extends beyond simply complying with industry standards—we strive to set them.
In our pursuit of excellence, we leverage cutting-edge technology, trusted data, and robust marketing controls to enhance our underage protection measures. By integrating the latest scientific advancements and technological innovations, we are able to address emerging challenges and continually refine our strategies to safeguard youth.
Our vision for “A Better Tomorrow™” is not just about transitioning adult smokers to potentially reduced-risk alternatives; it’s also about establishing the highest industry standards for preventing underage access. We are heartened by the significant decline in underage smoking and vaping rates, which is a testament to the collective effectiveness of our initiatives to keep these products out of the hands of youth.
A cornerstone of our strategy involves stringent contractual agreements with retailers. We require them to enforce strict age restrictions on the sale of tobacco and nicotine products, including rigorous age verification at the point of sale. This approach has achieved an impressive 99.9% compliance rate, reflecting our commitment to preventing the sale and distribution of tobacco products to minors.
Our dedication to underage access prevention is further reinforced through ongoing training and responsible marketing practices. We take a proactive approach to restrict our advertising to media where at least 85% of the audience is over 21, as verified by independent third parties. Employees of the Reynolds American organization are continually engaged in training programs focused on Retailer Compliance, Responsible Marketing, and Underage Access Prevention. Additionally, we support TruAge™, a digital solution that enhances the security and reliability of age verification processes for adult tobacco consumers. We have also been an active supporter of the We Card program since its inception in 1995. This program provides retailers with essential materials and training to help prevent the sale of tobacco and nicotine products to minors.
We are vigilant in ensuring that our marketing and advertising content does not portray underage activities or imply that using our products is crucial for social status or success, and our advertising practices strictly avoid the use of celebrities or individuals who might appeal to youth.
At Reynolds American, our commitment to underage access prevention is always ongoing. We are dedicated to continually working with regulators, policymakers, and retail partners to enhance our strategies and maintain the highest standards of integrity and responsibility. For more information about our unwavering dedication to underage access prevention, visit our dedicated page at ReynoldsAmerican.com. Together, we are committed upholding the highest standards of responsibility and protect the well-being of our youth.
