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Category: GTNF 2025

  • Correcting Nicotine Misperceptions Takes Coordinated Action

    Correcting Nicotine Misperceptions Takes Coordinated Action

    At the Global Tobacco & Nicotine Forum (GTNF) in Brussels, experts from science, medicine, and industry agreed that misinformation about nicotine remains one of the greatest obstacles to tobacco harm reduction, and that changing those perceptions will require more than data alone. Moderator Dr. Mohamadi Sarkar, Fellow in Scientific Strategy and Analysis at Altria Client Services, opened the discussion by urging a focus on solutions rather than problems. He pointed to persistent misconceptions that distort both public and professional understanding. “According to analyses from the National Institutes of Health’s PATH study, 94% of smokers think e-vapor products are as harmful or more harmful than cigarettes,” he said. “And 63% believe nicotine causes cancer, despite evidence showing otherwise.” Sarkar noted that even among doctors, misinformation is widespread, with 80% of U.S. physicians believing nicotine is directly responsible for smoke-related diseases. His team’s modeling suggests that as many as 800,000 premature deaths could be prevented over the next 50 years if these misperceptions were corrected. “If doctors don’t have accurate information, how can they educate their patients?” he asked. For Sarkar, the path forward depends on credible voices, evidence-based messaging, and a “groundswell” of informed advocates within healthcare and beyond. “To change intentions, you first have to change attitudes and beliefs,” he said.

    Dr. Jasjit Ahluwalia, Professor of Behavioral and Social Sciences and Medicine at Brown University, lamented that scientific research rarely informs public policy in a meaningful way. “You’d think research would inform policy, but it doesn’t,” he said. “People don’t listen to scientists or regulators; they listen to their own physicians. It doesn’t matter how good or bad they are.” Ahluwalia believes that changing physician behavior could be the key to improving patient understanding. He suggested borrowing tactics from behavioral economics and academic detailing to equip doctors with accurate, accessible information about lower-risk products. He also stressed the importance of engaging the media, which he described as “unbelievably powerful” but largely absent from the current dialogue. “The media could change public understanding overnight,” he said. “We’re not taking advantage of that.”

    From the perspective of Dr. Pritika Kumar, Director of Scientific Engagement at Philip Morris International, the problem begins within the healthcare community itself. PMI surveys found that two-thirds of healthcare professionals were unsure what nicotine is or believed it to be carcinogenic, and only one in five felt confident discussing alternative products. “They operate in a system that has not kept up with the science,” she said. “Physicians don’t know what products are authorized, and they’re competing with time constraints and mixed messages that put all nicotine in one bucket.” Kumar called for a shift in tone from blame to collaboration. “If we don’t talk to them, we lose a powerful opportunity,” she said. “They told us that if the FDA provided clear guidelines, they would be happy to share that information with patients, but they’re not going to read a policy paper. They need practical guidance at the point of care.” She also warned that the proliferation of illicit and unauthorized products complicates physicians’ willingness to recommend alternatives. “Illicit trade is not just an enforcement issue,” she said. “It’s a public health issue.”

    Italian researcher Dr. Riccardo Polosa, founder of the Center of Excellence for the Acceleration of Harm Reduction, reflected on a decade spent countering myths about vapor products. “In 2012, we were debunking claims about antifreeze and heavy metals,” he recalled. “I’m afraid we haven’t made much progress.” To improve communication, Polosa proposed what he calls the “3M framework”—message, messenger, and moment. “We need evidence-based messages, credible messengers, and the right moment to reach people,” he said. He outlined three target groups: healthcare professionals, who must be empowered to discuss harm reduction; researchers, who need better tools for peer review and interpretation; and the public, who must be reached directly through social media and community influencers. His team has even trained an AI-based system to assist in scientific peer review. “Researchers keep repeating the same mistakes,” he said. “Better peer review will mean better science and fewer misperceptions.”

    For Dr. Christopher Russell, Director of Russell Burnett Research and Consultancy, the issue is one of legitimacy and communication. “It’s an awkward position for a doctor to talk about a product that hasn’t been approved,” he said. “A lot of people would feel better about getting their nicotine from a doctor rather than a gas station.” Russell argued that regulatory authorization can give both doctors and consumers greater confidence in alternative products. He also believes that packaging and labeling should be used to communicate accurate information about reduced risk. “The best time to reach an adult smoker with information is at the point of purchase,” he said. “Consumers deserve access to facts that help them make safer choices.” Russell cautioned against directly engaging with misinformation online, noting that “when we reply to false information, algorithms actually push it in front of more people.” Instead, he urged amplifying credible voices and increasing exposure to accurate messages.

    Dr. Carrie Wade, Global Regulatory Science Liaison at BAT, emphasized that the concept of the continuum of risk remains poorly understood, even among professionals. “How can we expect the public to understand it when the message hasn’t even reached all our colleagues?” she asked. Wade argued that the industry spends too much time reacting to misinformation and not enough time being proactive. BAT’s internal research reflects the same challenge: while most employees recognize that non-combustible products are less harmful, a significant minority still do not. For Wade, this underscores how deeply misconceptions about nicotine are embedded and how urgently the message must be reframed.

    Across the panel, there was broad agreement that correcting nicotine misperceptions will take coordinated action across science, medicine, regulation, and media. The facts about nicotine, they said, are clear, but unless they are delivered by trusted voices, at the right moments, and in the right way, those facts will continue to be lost amid noise and misunderstanding. “Science alone doesn’t change behavior,” Sarkar concluded. “People do. And that means every one of us has to be an ambassador for harm reduction.”

  • Nicotine Prohibition ‘Profoundly Immoral,’ Andrews Says in GTNF Closing

    Nicotine Prohibition ‘Profoundly Immoral,’ Andrews Says in GTNF Closing

    In a forceful closing keynote at the Global Tobacco & Nicotine Forum (GTNF), Tim Andrews, Director of Consumer Issues at Americans for Tax Reform and the Tholos Foundation, called global bans on vaping and other reduced-risk nicotine products “profoundly immoral,” arguing that prohibition is fueling crime, costing governments billions, and depriving smokers of lifesaving alternatives.

    “What we have is the greatest medical breakthrough since penicillin,” Andrews said. “It has the potential to save millions of lives—and yet, these products are being made illegal.”

    Andrews described his frustration in engaging with policymakers. “I’ve talked to so many politicians. I present the science, the evidence—and the next day, they go and vote against it,” he said. “But when you start talking about the cost to their state budgets, that’s when they start listening.”

    Citing examples from around the world, Andrews said prohibition consistently drives consumers to illicit markets. “In Brazil, e-cigarettes were banned in 2009. Adult smoking rates have gone up. When legal products don’t exist, people either go to the black market or go back to smoking cigarettes,” he explained. “In Germany, 1.4 million people use despite a ban. In Mexico, usage has increased by 400%. Prohibition doesn’t work—it never has.”

    He argued that criminal organizations have been the biggest beneficiaries of restrictive nicotine policies. “Cartels have been enriched by prohibition,” he said. “We speak often about the human cost of lives lost to smoking, but now we’re seeing people murdered, and money flowing to sex traffickers and drug cartels. That’s the true cost of bad policy.”

    Andrews highlighted new research from a coalition of think tanks showing the economic toll of nicotine bans, including lost tax revenue and enforcement costs. “We launched a campaign with a dozen think tanks around the world,” he said. “Our evidence-based report on the costs of prohibition—on lost revenue and the growth of criminal gangs—has already been downloaded by 50,000 people in Germany alone. When we say prohibition doesn’t work, it’s a fact.”

    The data, Andrews said, also show that “about 80% of people say they will go to the black market or return to smoking if safer alternatives are banned—and that’s probably a low estimate.”

    Describing Australia’s recent crackdown as “profoundly immoral,” he said, “It breaks my heart that we are ground zero. But once you start taking what politicians care about—the bottom dollar—they start listening.”

    Andrews closed with a call to action: “Hundreds of millions of lives can be saved if we get this policy straight. We owe it to future generations. If we can’t convince politicians to do what’s right for human lives, then we must convince them with the economic reality. Either way, prohibition must end.”

  • Track and Trace Adds Value Across Supply Chain

    Track and Trace Adds Value Across Supply Chain

    At a special session of the Global Tobacco & Nicotine Forum (GTNF), industry and technology experts agreed that robust track-and-trace systems are becoming essential for both compliance and consumer protection, as governments tighten oversight and illicit trade continues to rise. Moderated by Christopher B. Greer, CEO of the Nicotine Resource Consortium, the discussion — “Solutions for Track and Trace” — brought together Nick Daly, Senior Solutions Consultant at Systech International, and Maria Levanova, Product Manager of Connected Logistics at Honeywell.

    Greer opened the session by framing the issue within the broader concept of responsible innovation. “Track and trace — we know it’s coming,” he said. “Governments are demanding it, but it’s not just about compliance. Done right, it adds value for manufacturers across the entire supply chain.”

    Daly described the growing threat of counterfeit products, calling it “a real epidemic.” “Counterfeiters can invest $1,000 and see a return of $500,000,” he noted. “I don’t usually throw that number out there because it sounds unbelievable, but it’s true — and it’s why regulation is changing dramatically around the globe.”

    Daly explained that while Europe has developed a relatively consistent model, “each country still does things differently.” He highlighted Russia’s complex system, which “tracks every single movement of a product” and even charges companies for participation.

    “Harm reduction starts with the manufacturer,” Daly said. “If you’re not doing anything about falsified products, your brand reputation is what gets smeared.” He emphasized that effective traceability doesn’t require a full technological overhaul — “it just has to be affordable and accurate.”

    Among the innovations he cited were microscopic barcodes and AI-driven inspection systems capable of identifying counterfeit goods at any point in the supply chain. “AI can scan your packaging, learn it in a couple of hours, and then go into stores and detect which products on the shelf aren’t legitimate,” he explained. “If a parent finds a vaping device in a child’s hands, a proper track-and-trace system should tell you exactly which seller it came from.”

    He urged manufacturers to partner with technology providers experienced in the rapidly evolving regulatory environment. “Regulations don’t just ‘dot the i’s and walk away’ — they change every year,” Daly said. “Your partner should be the one keeping up.”

    Levanova echoed the importance of adaptability and data intelligence. “In seven years, being compliant isn’t enough — you have to use the data your system generates,” she said. Honeywell’s connected logistics tools, she explained, can map the entire product journey, from manufacturing to disposal.

    “Modern systems can not only show what happened in your supply chain but prevent issues from happening,” Levanova said. “AI gives you visibility into where something was compromised, provides insights into specific markets, and helps you stay compliant while optimizing your operations.”

    She emphasized that track-and-trace must evolve alongside business needs. “Machine learning lets us fix problems on the fly, resend messages, and ensure continuous compliance,” she said. “This is about turning data into foresight — and keeping your business one step ahead of both regulation and risk.”

    Together, the panelists underscored that effective track-and-trace systems are no longer optional — they are central to building trust, maintaining safety, and protecting legitimate manufacturers in a globalized, fast-changing market.

  • Sustainability in Nicotine Must Extend Beyond Environmental, Social Criteria

    Sustainability in Nicotine Must Extend Beyond Environmental, Social Criteria

    Speakers at the Global Tobacco & Nicotine Forum (GTNF) in Brussels urged policymakers and industry alike to put consumers at the center of the sustainability and harm reduction agenda, warning that public health progress cannot come without empowering adult choice and truthful communication.

    Moderated by Dr. Sudhanshu Patwardhan, Co-Founder of the Centre for Health Research and Education, the panel “Sustainability at the Consumer Level” featured Niccolò Balzini, Regional Corporate Affairs Director Europe at Imperial Brands; Judy Gibson, Global Harm Reduction Advocate; Axel Klein, Director at ROM Expert; and Pieter Vorster, CEO of Hexis Capital Management.

    Patwardhan opened by emphasizing the need for a pro-consumer mindset across both policy and industry. “Consumers should be at the heart of the tobacco industry,” he said. “Public health policies aren’t even there yet. We need to move from simply extending life spans to improving health spans—and that has to include consumer well-being.”

    Balzini echoed the call for consumer empowerment, arguing that “supporting consumers through harm reduction starts with the consumer.” He criticized restrictive regulations that “limit access to less harmful alternatives,” noting that “reducing and restricting innovation only hurts the consumer.” Balzini added, “We operate by providing consumers the choices they are asking for. If regulators want to see meaningful progress, they must see this journey through the same eyes as consumers.”

    Gibson warned of what she called a “torrential monsoon of misinformation” surrounding nicotine and reduced-risk products ahead of November’s WHO FCTC conference. “The WHO is preparing an all-out assault on reduced-risk products,” she said. “People are being told vaping will kill them, when the science shows it is far less harmful than smoking.” Gibson urged better education and funding for consumer advocacy: “A consumer organization, no matter how well-intentioned, can’t work without funding. We need to reach vape shops and retailers so they can communicate the truth directly to consumers.”

    Klein argued that harm reduction and consumer well-being must be understood as part of broader human-centered policy. “We must put the human being—the consumer—at the center,” he said. “All interventions must be simple, transparent, and avoid unintended consequences.” Klein called for a shift away from “crusades against certain substances” and toward “celebrating reputable producers who provide quality products.” He added, “Public trust in health experts is low. That’s an opportunity to educate and rebuild confidence through honesty.”

    Vorster took a pragmatic view, defining sustainability as “the ability to continue what you’re doing—responsibly.” He argued that this requires accurate information and consumer transparency. “If nicotine use continues but kills you, that’s not sustainable,” he said. “Regulators should provide consumers with accurate information so they can make informed choices.” Vorster also urged the industry to “admit that nicotine exists because people enjoy it,” warning that denial risks future credibility.

    Throughout the session, panelists agreed that sustainability in the nicotine industry must extend beyond environmental or social criteria—it must also include respect for adult choice, accurate science, and transparent regulation. As Balzini concluded, “We are all consumers at heart. The most unsustainable thing of all is denying people the right to better, safer choices.”

  • Sustainability Key to Building Resilient and Responsible Supply Chain

    Sustainability Key to Building Resilient and Responsible Supply Chain

    Industry leaders at the Global Tobacco & Nicotine Forum (GTNF) in Brussels agreed that sustainability, collaboration, and data-driven transparency are critical to strengthening supply chains and meeting global ESG goals. Moderated by Christopher Fleury, Senior Vice President of Regulatory Affairs Research at Ipsos, the panel “Supply Chain from a Global ESG Perspective” brought together voices from across the value chain, including Waqas Khan, CEO of Clew Pouches; Miranda Kinney, Senior Vice President and Global Head of Corporate Affairs & Impact at Pyxus; Tadas Lisauskas, President and Co-founder of Greenbutts; and Diane Raverdy-Lambert, Chief Scientist and Director of Regulatory Affairs at SWM International.

    Fleury opened the discussion by noting that while there is “consensus that government, industry, and consumers themselves have an important role to play,” public trust in government remains “very low.”

    For Khan, sustainability is both a business imperative and a moral one. “We’re defining sustainability not just for present customers but for the future,” he said. “Consumers care about sustainability, investors care about it—this is something you have to care about now.” Khan emphasized collaboration and purpose within the industry: “People share a vision and want to see us succeed because it helps the industry and impacts the future.”

    Kinney grounded the conversation in agriculture. “Every product we have that is tobacco-derived comes from a tiny seed that was planted and cared for by a farmer,” she said. “However you define sustainability, everything is important to building a sustainable business.” She urged companies to consider both environmental and social impacts, asking: “If the crop was taken away today, would the farmer and community be able to survive?”

    Lisauskas cautioned that ESG-driven regulation must come with enforcement. “Regulation without enforcement is just a suggestion,” he warned. “You can solve one problem and create another. We have to ensure regulations actually help the environment and the industry.”

    Raverdy-Lambert stressed the importance of science and measurable standards. “We need evidence-based standards so decision-makers can act on hard data,” she said. “One cannot do without the other—understanding impact across the supply chain, from production to end of life, is essential.”

    Together, the panelists agreed that while challenges persist, aligning sustainability goals with innovation, regulation, and shared accountability is key to building a resilient and responsible global supply chain.

  • PMI Head Calls for Partnership and Action at GTNF 2025

    PMI Head Calls for Partnership and Action at GTNF 2025

    Erin Warren, Head of Regulatory and Public Policy at Philip Morris International (PMI US), delivered a powerful keynote at GTNF Brussels, urging urgent reform to accelerate tobacco harm reduction, opening with stark numbers.

    “Cigarette smoking remains the leading cause of preventable death in the United States, taking more than 480,000 lives every year,” she said. “That’s 1,300 people every single day. Globally, the toll exceeds 8 million deaths annually.” She emphasized that behind these statistics are real people: “A mother, a father, a friend, a colleague—each hoping for better options but often finding barriers instead.”

    Central to her message was the “continuum of risk.” Praising the FDA’s pilot program to expedite nicotine pouch applications, she said: “For the first time in a long time, the FDA explicitly acknowledged the continuum of risk. This is the difference between paralysis and progress. While nicotine is addictive, it is not the primary cause of smoking-related disease. Smoke is. Combustion is.

    “Sweden’s long-standing availability of snus has driven smoking rates down to 5.3%, near the smoke-free benchmark. In contrast, Belgium’s ban on nicotine pouches removed regulated, safer alternatives but left the most dangerous products on the market. Smoking rates rose from 19% in 2017 to 21% in 2023.”

    She also addressed widespread misconceptions among healthcare providers: “A recent survey found that 47% of U.S. doctors mistakenly believe nicotine is carcinogenic, and another 19% are unsure. This misinformation traps millions in a cycle of smoking.”

    To move from paralysis to progress, Warren outlined five reforms: elevate public education, increase regulatory transparency, embrace innovation and harm reduction, clear the FDA backlog of nearly half a million stalled applications, and ensure independent oversight. “Regulatory delays create a vacuum filled by illicit products—undermining public health and consumer safety,” she said.

    “Every delay, every unclear decision, every piece of misinformation prolongs the moment when someone might finally step away from cigarettes. When that mother switches, she not only improves her own health—she shows her children that positive change is possible.”

    Closing with a call for partnership and action, Warren urged stakeholders to act decisively.

    “We are not asking regulators to lower standards,” Warren said. “We are asking for standards that are clear, consistent, and anchored in science. The FDA pilot is a promising sign—but it’s just a signpost, not a destination. Let’s build a future where adults have better choices, doctors have better information, and public health has better outcomes.”

  • Unified Approach Needed for Youth Access Prevention

    Unified Approach Needed for Youth Access Prevention

    At a recent panel of the 2025 Global Tobacco and Nicotine Forum (GTNF) in Brussels, titled “What Do Global Youth Usage Policies Look Like?” industry leaders and technology experts called for stronger, technology-driven frameworks to prevent underage access to age-restricted products.

    Moderator Flora Okereke, the Group Head of Global Policy at BAT, opened the session by stressing that youth access prevention remains a central focus of global regulation, half-jokingly suggesting that around 80% of new policy proposals mention it in the first paragraph. She urged the industry to demonstrate its commitment through transparent, efficient, and standardized systems that are cost-effective and enforceable. “If we fail to show that we are genuinely addressing this issue, we will never make the progress we need,” she said.

    Rhodri James, Chief Sales Officer at Yoti, highlighted how digital identity technologies are already reducing friction at the point of sale in European and Latin American markets. He noted that younger adults are comfortable using technology for verification, predicting that digital ID checks will soon become mainstream despite regional fragmentation.

    IKE Tech President John Patterson argued that traditional regulatory approaches are outdated, calling them “analog responses to digital problems.” He proposed using blockchain and biometric tools to secure both point-of-sale and post-sale access. Patterson emphasized the need for low-cost, low-friction solutions that protect youth while maintaining access for adults, noting that the industry’s reputation hinges on removing youth access from the equation.

    TruAge CEO Stephanie Sikorski echoed the importance of simplicity and privacy in age verification. She described her company’s efforts to design systems that protect both retailers and consumers while minimizing data collection. “Technology can be intimidating,” she said, “but if it’s fast, accurate, and doesn’t disrupt behavior, it becomes an enabler for responsible retailing.”

    Eve Wang, Executive Director of Smoore International, emphasized that the industry is still in the early stages of aligning technology with policy. She described youth access prevention as part of a larger movement requiring balance between compliance and consumer choice, especially in developing regions.

    From an e-commerce perspective, Jasmin Widholm, Head of Compliance at Haypp Group, argued that online sales can be among the safest channels when properly regulated. Drawing on insights from more than one million customers, she said most online buyers are adults purchasing in bulk, not minors. Widholm outlined three key pillars for effective oversight—governance, verification, and purchase controls—and urged greater collaboration and data sharing across the industry. “It’s not that technology is hard,” she said. “It’s about how we use it.”

    The panel concluded with consensus that while no single solution fits all markets, a harmonized, tech-enabled approach—supported by transparent governance and cooperation—will be essential to ensuring both youth protection and adult access in the years ahead.

  • Australia’s Tobacco Policies Spark Harm and Chaos, Industry Expert Says

    Australia’s Tobacco Policies Spark Harm and Chaos, Industry Expert Says

    In a candid keynote at the Global Tobacco and Nicotine Forum (GTNF), Theo Foukkare, CEO of the Australian Association of Convenience Stores, delivered a scathing assessment of Australia’s tobacco and nicotine policies, saying the country is saddled with “harm and chaos.” Speaking under the theme “The Australian Experience: From Global Leader to Global Failure,” Foukkare outlined how once-successful public health strategies had collapsed under the weight of excessive taxation, poor enforcement, and the rise of organized crime.

    “Australia has become the model of what not to do. By any measure, it’s an absolute failure,” he said. “And believe it or not, our government still claims to have world-leading standards. We’re dealing with an absolute tsunami of illegal nicotine products entering the country. I call it ‘Tobacco Wars.’ It’s actually playing out in real life every day. The illegal nicotine market is now bigger than the next five organized crime categories combined.

    “Through bad policy, we’re actually creating harm,” he said, noting that smoking rates have remained virtually unchanged in the past decade despite mounting taxes and restrictions.

    “We had the most aggressive excise policy any government in the world had undertaken,” Foukkare said, with a legal pack of cigarettes now costing between $45 and $50. “They killed the golden goose, because the consumers said, “Enough is enough. Why would I pay this when there are cheaper options?”

    According to Foukkare, Australia’s extreme excise policies pushed consumers to the black market, eroding legal sales and fueling criminal activity. Organized crime groups, he added, have even begun taking over farms to grow illicit tobacco, while state governments scramble to form task forces.

    “There’s so much threat and intimidation,” he said. “Some store owners are paying $5,000 a month in protection money. Pay or they’ll burn your shop down. One store owner got a handwritten note saying he needed to meet with the [crime] boss. He took the note to the police, the next day, a car drove through the front of the store, and now it’s closed.”

    Foukkare criticized the government for ignoring early warnings about policy failures and dismissing data because it was industry-funded. Now, with estimates suggesting up to 60% of tobacco consumption is illicit, officials are finally acknowledging the scale of the problem. Foukkare also condemned the government’s anti-vaping stance, arguing that public messaging has convinced most Australians that vaping is more dangerous than smoking.

    Despite the creation of new penalties—million-dollar fines, landlord accountability clauses, and police powers to shut down stores—Foukkare said the measures have done little to fix the underlying issue. “We’ve spent a billion dollars and haven’t done anything to reduce smoking or keep people safe,” he said.

  • Pushing Back Against Illicit Trade

    Pushing Back Against Illicit Trade

    At a GTNF panel in Brussels on illicit tobacco, industry leaders, academics, and regulators warned that well-intentioned policies and slow regulatory systems are helping organized-crime networks flourish — putting legal retailers at risk and undermining public-health goals. Moderator Rohan Pike, director of Rohan Pike Consulting, opened the session by challenging official rhetoric. “The Australian health department cannot issue a press release without using the words ‘world leading,’ when all we’re leading the world in is excise tax and organized crime,” he said, arguing that high taxes and restrictive policies have created perverse incentives for illegal supply. Pike said he now supports accelerated access to reduced-harm products, noting: “If we can switch someone to a reduced-harm product, we’ve reduced smoking.”

    Theo Foukkare, CEO of the Australian Association of Convenience Stores, described a market under siege. Pointing to what he called ideological policymaking, Foukkare said decision-makers are listening to a narrow set of experts and ignoring real retail evidence. He recounted attacks on compliant shopkeepers and warned that, if trends continue, “the legal market will cease to exist.” He added that organized networks can import dozens of containers and still profit even when most shipments are seized.

    Nick Hodsman, head of anti-illicit trade policy at BAT, stressed the scale of production driving the illicit trade. “Margins organized criminals can make are something the legal industry could only dream of,” he said, highlighting mass production in parts of Asia and growing challenges around emerging nicotine categories. Hodsman called for improved visibility on what is leaving origin countries and what actually arrives in destination markets.

    King’s College London’s Dr Alexander Kupatadze warned of the complexity of criminal networks and systemic data weaknesses. He urged closer research and better integration of siloed datasets — across customs, law enforcement, and private firms — to find the “needle” in vast flows of information.

    U.S. regulatory expert Lillian Ortega pointed to slow and fragmented review processes for creating a grey market for new products. Ortega blamed antiquated tracking systems, inconsistent federal enforcement, and misdeclared imports that allow illicit goods to reach consumers while compliant manufacturers wait for approvals. “Criminals thrive off confusion,” she said.

    Panelists converged on several policy responses: beefing up frontline enforcement and retailer protection, modernizing tracking and customs documentation, improving inter-agency data sharing, and creating faster, clearer regulatory pathways for reduced-risk products to reduce demand for illicit supply.

  • Product Stewardship in a Regulatory Regime

    Product Stewardship in a Regulatory Regime

    At the GTNF session “What Does Product Stewardship Look Like in a Global Regulatory Regime?” industry scientists and innovators emphasized the need for consistent standards, open dialogue with regulators, and a science-first approach to product safety and harm reduction.

    Moderator Joe Thompson, Group Science and Regulatory Affairs Director at Imperial Brands, set the tone by framing stewardship as a consumer-first obligation. “It’s about quality, efficacy, and safety,” he said. “We have products that aren’t perfectly safe, but are demonstrably safer than their alternatives.” Thompson noted that navigating global regulatory systems is like crossing “rivers and mountains,” underscoring the complexity of compliance.

    Helena Digard, Head of Analytical Operations and Science Quality at BAT, called for standardization and transparency in testing. “We need testing that tells us the real story—not just results designed to reach a certain outcome,” she said. Digard stressed the importance of knowing both the minimum and maximum levels of stewardship and finding a balance that advances harm reduction through robust data.

    Chris Gemmell, Chief Product and Innovation Officer at Greentank Technologies, highlighted the role of technology in improving product safety. “Without technology, we wouldn’t be in the position we are today,” he said. With an estimated 150 million adult vapers globally, Gemmell urged closer collaboration between science and product development teams to ensure that data is well-understood and acted on early in the design process. “Start earlier so you don’t have to move faster,” he advised.

    Dr. Frank Henkler-Stephani of BVTE discussed widening gaps between regulators and manufacturers. “Everyone wanted to get products on the market quickly,” he said, but warned that improved technologies have not always been welcomed by tobacco control bodies within institutions like the WHO and the EU. He called for stronger cooperation to support continued product improvement.

    Dr. Yu Kang, Head of the Research Institute at Hangsen International Group, emphasized engineering innovation and consumer protection. “We’re trying to invent new products that protect consumers,” he said, pointing to research on second-hand vapor and closed-system devices. Kang advocated for transparency with regulators and the public, describing stewardship as a “lifecycle” responsibility that requires ongoing collaboration.

    Sarah Marking, Co-Founder and Chief Strategy Officer of Sanova, focused on regulatory uncertainty and unintended consequences of well-meaning policies. She cited child-resistant packaging as an example: “It sounds like a fantastic idea, but it can create barriers for adult users—like a 60-year-old mother who can’t open her product.” Marking called for circular stewardship that includes environmental responsibility and real-world monitoring of how consumers use products. “In trying to protect one risk, we’ve created a larger risk,” she said, urging regulators to act efficiently so that safer, well-stewarded products reach the market faster.

    Across the session, panelists agreed that true product stewardship requires transparency, scientific rigor, and continuous improvement throughout a product’s lifecycle—from design to disposal. As Marking concluded, “If we find a problem, we will find a way to solve it. This industry is driven by science—and that’s how stewardship should be defined.”