Deborah Binks-Moore, Chief Corporate Affairs Officer at Imperial Brands, delivered an optimistic yet pragmatic keynote at GTNF, urging governments, regulators, and industry leaders to work together to accelerate global harm reduction. Binks-Moore described the moment as an “inflection point” in the global effort to reduce smoking, noting that next-generation products have moved from niche to mainstream in only a few years.
“Just a few years ago, next-generation products were a small part of the market. Now they are becoming mainstream,” she said. “Our journey to reduce smoking must place the consumer at the heart of everything we do.”
She celebrated the rapid progress made by the industry but cautioned that success brings new challenges.
“Our very success is now creating fresh challenges, which will require fresh thinking,” she said. Drawing parallels with other sectors in transition—such as energy—she encouraged policymakers to heed lessons from those industries: transformation succeeds only when science, regulation, and innovation align.
“Tobacco harm reduction has the potential to prevent the premature deaths of many millions of lives over the long term,” she said. “This means we need an equally long-term approach to policymaking. We need people from different political traditions to work together. We need regulators to collaborate with responsible industry players. And we need central governments to partner closely with local administrations.”
She called on policymakers in Brussels, WHO delegates, and regulators worldwide to develop “enforceable, sustainable frameworks” built on facts, science, and shared principles.
Binks-Moore urged all stakeholders—policymakers, scientists, and business leaders alike—to begin with the individual consumer. “We need to understand and respect them for who they are, not who we wish them to be,” she said. “If we follow these principles, harm reduction is a race where everyone can win.”