BAT calls for focus on illegal vapes and unveils new smokefree initiative

British American Tobacco (BAT) has called for more decisive action against illegal vapes in the UK, urging the government to prioritise the issue over policies aimed at phasing out cigarette sales.

Kingsley Wheaton, BAT’s chief corporate officer, emphasised the need for “real solutions” to tackle emerging challenges in the tobacco industry, such as underage access to e-cigarettes, at an event in London on Tuesday (18).

Speaking about the UK’s plan to ban cigarette sales to individuals born on or after January 1, 2009, Wheaton argued that by the time the policy comes into effect, smoking rates among young adults will have already dropped below 5 per cent.

“We need to move on to a more mature dialog with real solutions for the problems that are out there,” Wheaton said.

BAT is instead pushing for tighter licensing and enforcement on vape sales, in a bid to prevent underage children from accessing these products while leveling the playing field for companies adhering to regulations. Wheaton highlighted the rapid rise in the popularity of vapes and other alternative nicotine products, especially among smokers looking to quit and younger adults.

The company, which derives 80 per cent of its revenue from traditional tobacco sales, aims to reduce this figure to 50 per cent by 2035 by promoting alternative products such as vapes, nicotine pouches, and heated cigarettes.

This shift aligns with BAT’s broader transformation strategy, which was showcased at its first-ever Transformation Forum in London, where the company unveiled a new global initiative aimed at creating a Smokeless World.

At the forum, BAT introduced Omni, an evidence-based platform designed to support tobacco harm reduction (THR) efforts. Wheaton described Omni as a dynamic tool that brings together independent scientific studies, BAT’s research, and real-world examples of THR in action, such as Sweden’s progress toward becoming the first smokeless nation as recognized by the World Health Organisation.

“Tobacco Harm Reduction – encouraging smokers who would otherwise continue to smoke to switch completely to less risky alternatives – is the fastest route to achieving a Smokeless World. And we’re committed to working with others to make this a reality,” Wheaton said.

“While we have history of humans smoking tobacco for more than 8,000 years, innovation has now delivered smokeless products with reduced risks compared to cigarettes. We stand on the threshold of a breakthrough science-backed change.”

BAT’s director of research and science, Dr. James Murphy, further emphasised that Omni will serve as an evolving platform, allowing stakeholders in the THR policy conversation to access the latest research and evidence surrounding smokeless products. Murphy invited all interested parties, including critics, to review Omni’s findings and join the conversation.

“We are building a technology-enabled Omni tool that will allow stakeholders in the THR policy discussion to further access our answers to the big questions facing our sector and society, rooted in evidence and science,” Murphy added.