A new multi-market survey of policy experts across 15 different territories reveals that erroneous perceptions of nicotine health risks continue to persist, despite both the growing scientific consensus that nicotine is not a primary cause of smoking-related disease and the increased availability of smokeless alternatives to conventional cigarettes, according to BAT.
The survey, commissioned by British American Tobacco (BAT) and released ahead of the start of this year’s GTNF in Brussels this week, reveals that seven in 10 policy experts continue to incorrectly believe nicotine is the main cause of smoking-related disease.
In addition, the research—which interviewed three cohorts (Nicotine Users; Policy Experts; and Medical Professionals) in 2024 and 2025—also found that while half of medical professionals discussed smokeless alternatives to cigarettes weekly with their patients, only 21% feel well-informed enough to recommend them.
Kingsley Wheaton, Chief Corporate Officer at BAT, said: “This survey shows that while change is possible, it’s not a given. We’re seeing green shoots of progress, especially where we’ve launched new product innovations and invested in clear, science-led communication. But the data also tells us we must go further and faster and equip those making decisions with the latest scientific evidence about smokeless products.
“We remain committed to working with public health authorities, regulators and scientists to ensure accurate information reaches consumers.”
Conducted by a third party on behalf of BAT, the research did show indications of improved perception of smokeless products, in particular vapor products among nicotine users.
