Survey shows scientific evidence and local sentiment align: accurate information, proportionate regulation and access to scientifically substantiated smoke-free alternatives could accelerate South Africa’s progress away from cigarettes
As South Africa debates new tobacco control legislation, new research by independent firm Povaddo shows that many smokers believe regulation should evolve with scientific evidence to better support adult smokers who do not quit altogether to move away from cigarettes.
The findings form part of a broader multi-country survey conducted across several markets, revealing a consistent global trend: adult smokers are more likely to consider switching away from cigarettes when they have access to accurate information, and affordable alternatives supported by proportionate, risk-based regulation.
An international survey commissioned by Philip Morris International (PMI) and conducted by independent research agency Povaddo in multiple countries including key markets in Europe, Latin America and Asia reveals that a majority of adult smokers across these regions share similar views mainly that innovation in smoke-free alternatives, combined with supportive policy frameworks, can accelerate declines in cigarette use. Moreover, respondents across the countries surveyed believe progress happens faster when governments, public health authorities and industry collaborate.
The survey of adult smokers in South Africa found that eight in ten support risk-based regulation, where less harmful nicotine alternatives are regulated differently from cigarettes. Respondents believe this approach could accelerate progress in reducing smoking.
The study highlights a clear message emerging from the research: many believe tobacco control policies should evolve alongside scientific evidence and provide adult smokers with accurate information about less harmful alternatives.
Despite decades of tobacco control efforts, smoking remains a significant public health challenge in South Africa.
The research suggests that 71% of smokers plan to continue smoking, while only 15% say they are interested in switching to smoke-free alternatives in the current regulatory environment.
With an estimated 9.7 million smokers in South Africa, this suggests around 6.9 million people may continue smoking cigarettes unless policies better support switching for adults who would otherwise smoke.
The research indicates that policy reform could significantly change this trajectory. In a regulatory environment where adult smokers have accurate, science-based information on smoke-free alternatives and these products are regulated differently to cigarettes, the number of smokers willing to switch could more than double, potentially enabling up to 3.3 million South Africans to move away from cigarettes.
This aligns with trends observed in several international markets, including Japan, where enabling regulatory environments have supported higher switching rates and accelerated declines in cigarette consumption, reinforcing the role policy can play in shaping public health outcomes.
The study also identifies significant awareness gaps around smoke-free alternatives among South African smokers.
Nearly 44% of smokers are unfamiliar with e-cigarettes, 65% are unfamiliar with heated tobacco products, and 70% are unfamiliar with nicotine pouches, suggesting many smokers lack basic information about smoke-free alternatives to cigarettes.
Nearly 44% of smokers are unfamiliar with e-cigarettes, 65% are unfamiliar with heated tobacco products, and 70% are unfamiliar with nicotine pouches, highlighting low awareness of smoke-free alternatives among South African smokers. Therefore, the survey suggests that smokers don’t understand that SFPs are potentially much less harmful than cigarettes.
Cigarette smoke contains more than 6,000 chemicals, around 100 of which are classified by public health authorities as harmful or potentially harmful. These substances are created through the combustion of tobacco – the burning process that is the primary cause of smoking‑related diseases. Nicotine itself, while addictive and not risk‑free, is not the main driver of these diseases. This crucial distinction is often poorly understood, reinforcing widespread misperceptions about the relative risks of smoke‑free alternatives.
Among smokers not interested in alternatives, 43% cite health risk concerns, often linked to misinformation, while 28% say alternatives are too expensive.
The research indicates that smokers are open to considering alternatives if the right conditions are in place.
More than 80% of smokers say affordability and accessibility are key factors when considering smoke-free products.
Specifically:
- 82% say alternatives should be cheaper than cigarettes
- 82% want them to be easily available in stores
- 80% want product information at the point of sale
- 78% want risk-reduction information to help them make informed choices
These findings suggest that providing accurate information and improving access to science-based alternatives could play an important role in helping adults who would otherwise continue smoking, transition away from cigarettes.
The research also highlights concerns among smokers about the potential unintended consequences of overly restrictive policies.
Around three-quarters of respondents believe strict bans on smoke-free alternatives could push smokers toward cheaper illicit tobacco or nicotine products instead.
Respondents also indicated that a regulatory approach recognising differences in risk between products could help reduce smoking while limiting the growth of illicit markets.
Taken together, the findings point to a clear opportunity for South Africa: a modernised, evidence-based regulatory framework that differentiates between products, expands access to scientifically substantiated smoke-free alternatives, and prioritises accurate information could significantly accelerate the decline of cigarette use amongst adults who would otherwise smoke.
Sensible regulation is needed – regulation that recognises the role scientifically substantiated smoke-free alternatives can play in helping adult smokers who would otherwise smoke to move away from cigarettes, while maintaining strong protections for youth and non-smokers.
ends
About the study
The findings are based on a survey conducted by independent research firm Povaddo between 28 March and 10 April 2025 among adult smokers in South Africa, examining perceptions of tobacco regulation, smoke-free alternatives and willingness to switch away from cigarettes.
