Restricting advertising in measured media to those in which, among other things, the audience is at least 85% age 21+ (as measured by independent third parties such as GfK MRI, Nielsen, Arbitron, Google Analytics, comScore, etc.).
Responsible Marketing
We do not want tobacco and nicotine products in the hands of underage individuals. Period.
Our products are responsibly marketed to adult tobacco and nicotine consumers through tailored advertisements that only use models who are aged 35 and older. Reynolds American Inc. and its operating companies (Reynolds) use multiple third-party data sources and technologies in our effort to prevent underage access to tobacco, vapor and nicotine products and ensure our marketing programs are oriented towards adult tobacco and nicotine consumers only.
In addition to adhering to applicable laws and regulations, our operating companies and employees must also adhere to Marketing Guidelines.
All marketing communications must adhere to the following core principles:
We comply with Reynolds Marketing Guidelines and the global BAT Group’s Responsible Marketing Framework.
All marketing communications must be truthful and non-misleading.
We do not make health claims regarding any of our products, unless and until specifically authorized by the FDA.
We do not market “up the risk continuum.”
Use of our products is a matter of adult choice; we do not encourage non-consumers to initiate use of our products nor discourage consumers from ceasing use of our products.
More specifically, actions our organization continues to take includes:
Prohibiting the use of celebrities/other persons judged to have special appeal to youth in our advertising.
Partnering to sponsor digital solution TruAge™ to help make the process of verifying an adult tobacco consumer’s age more secure and reliable.
Founding and remaining an active supporter of the We Card program since 1995, which offers retailers materials and training to help them stop the sale of tobacco and nicotine products to youth.
Prohibiting content judged to depict underage activities or suggesting that use of our products is essential to social prominence, distinction, success, or sexual attraction.
Prohibiting use of social media influencers and carefully managing followers and messages on our owned social media channels.
