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  • 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.”

  • Clive Bates: WHO Using Tobacco’s History to Poison Good Science

    Clive Bates: WHO Using Tobacco’s History to Poison Good Science

    In a forceful keynote at the Global Tobacco and Nicotine Forum (GTNF) in Brussels, Clive Bates, Director of Counterfactual, called for a fundamental reset in global tobacco control policy, arguing that current frameworks such as the WHO Framework Convention on Tobacco Control (FCTC) have failed to adapt to innovation and evidence.

    “Prevalence is falling, but the global population is rising,” Bates said. “That means the total number of smokers is still going up — and so are the 7.5 million deaths each year caused by smoking.” He emphasized that quitting smoking at any age provides significant health benefits, but argued that international tobacco control remains stuck in the past. “The mission hasn’t changed — stop people from smoking — but the methods are outdated. We have new tools, and ignoring them is indefensible.”

    Bates described alternative nicotine products such as vaping, heated tobacco, and smokeless options as “the disruption the FCTC never anticipated.” He pointed to Sweden’s success as proof of concept: “Sweden has higher nicotine use than Germany but lower cancer rates. That’s what harm reduction looks like.” Yet, he criticized the European Union for maintaining its ban on snus — the very product that helped Sweden virtually eliminate smoking. “What if, instead of banning snus, we promoted it?” he asked. “Why are we still doing things that contradict our stated public health goals?”

    Turning his critique toward the WHO, Bates condemned the organization’s stance that there is “no evidence” reduced-risk products are safer than cigarettes. “That’s shocking,” he said. “Harm reduction is being dismissed as a tobacco industry ploy, using the industry’s reputation to poison good science.”

    He argued that the FCTC has institutionalized a “toxic” anti-industry bias that blocks collaboration and progress. “If the tobacco industry likes it, it must be bad — that’s the logic codified into policy. There’s no room for alignment with that attitude,” he said. Bates noted that several major companies have already shifted dramatically — “PMI now earns 41% of its revenue from smoke-free products” — yet the global framework continues to punish rather than encourage transformation.

    “The WHO gave an award to a man in India for banning reduced-harm products in a country with 100 million smokers,” Bates said. “That’s not leadership — that’s negligence.”

    He concluded with a clear call to action: “If you want better outcomes, get the smoking rate down as fast as possible. The demand for nicotine won’t disappear, but we can make it vastly safer — and we can do it without coercion. Let consumers make informed choices. That’s how we save lives.”

  • Taxes Increasing Gap Between Regulatory Intentions and Market Realities

    Taxes Increasing Gap Between Regulatory Intentions and Market Realities

    At the Global Tobacco and Nicotine Forum (GTNF) in Brussels, a panel moderated by Tim Phillips, Managing Director of Tamarind Intelligence, explored how taxation and tariffs are shaping the future of nicotine products in a rapidly evolving market. Speakers included Christa Pelsers (BAT), Stefano Santi (Philip Morris International), and Maria Angelova (Socotab Frana SA).

    In “It’s All About Tax — The Complex World of Excise and Tariffs,” Phillips opened by stressing that “the next few years are going to be vitally important,” as novel products—from vapes to nicotine pouches—continue to disrupt markets. “We’re seeing massive problems around illicit trade and tax collection,” he said, noting that in some countries, “more than half of the market may already be illicit.” The result, he warned, is a growing gap between regulatory intentions and market realities.

    Pelsers highlighted the speed of innovation and the challenges it creates for regulators. “For years, there was no innovation in tobacco, and now we have an explosion of new products—governments are still trying to catch up,” she said. Pelsers argued that taxation must be based on science, not politics, and criticized the European Commission’s fragmented approach: “The Commission is proposing that every member state can adjust its own rates. That makes things even more complex. We need harmonization to ensure fairness and functionality in the single market.”

    She also warned of geopolitical shifts impacting trade. “With U.S. tariffs, China is redirecting exports elsewhere. The EU’s response has been slow. The next few years will reshape who we trust as trading partners,” she said. “And if tax rates are set too high, it will be detrimental to innovation.”

    Santi emphasized that excise tax policy should not only collect revenue but also guide consumers toward less harmful products. “Ten years ago, my job was complexity five; now it’s fifty,” he said. “We need to balance taxation in a way that shifts the market without driving consumers to the black market.” He endorsed differentiated tax levels for different product types, saying, “If you raise taxes too fast, consumers will find cheaper, often illicit alternatives.”

    Santi called for leveraging member state experience to modernize EU tax policy and harmonize definitions. “The directive is a good start, but it’s lagging behind. Treating all products the same is a recipe for failure. Europe needs to protect its economic and manufacturing footprint.”

    Angelova added a perspective from the leaf tobacco sector, calling taxation “one of the quiet architects of humanity.” She warned that poorly designed taxes could devastate rural livelihoods. “Tobacco is an agricultural product that supports families. Nowhere else in the world is raw tobacco subject to excise tax,” she said. “Making local tobacco less affordable than imported tobacco doesn’t help anyone.”

    Angelova stressed the importance of practical implementation: “It’s not just about what we tax—it’s about how. Details make the difference. Track and trace systems are vital to ensure transparency and prevent unfair competition.”

    She concluded by urging policymakers to proceed with caution: “We’re trying to solve too many problems at once. We need to start addressing them one by one. Europe still has many families who rely on tobacco farming. Consumers won’t forget how we handle this.”

    The panel collectively underscored that while excise and tariff reforms are inevitable, their success will depend on nuance, balance, and genuine collaboration with industry to avoid unintended economic and public health consequences.

  • WHO Facing Crises of Relevance, Former Director Says

    WHO Facing Crises of Relevance, Former Director Says

    Dr. Tikki Pang, a professor and former Director of Research Policy and Cooperation at the World Health Organization (WHO), delivered a compelling keynote at the Global Tobacco and Nicotine Forum (GTNF) in Brussels, urging the global public health community to “find a detour” around entrenched opposition to tobacco harm reduction (THR). Drawing a vivid analogy, Pang said the WHO’s position acts like a “landslide blocking the road” to progress, creating ripple effects that influence policy, weaken public trust, and stigmatize innovation. Attempts to change this stance, he said, have proven “frustrating and futile.”

    “‘Tobacco control’ has become the complete elimination of tobacco in society,” Pang said. “It’s become pretty much ideological at this point. It has become evidence-selective, perhaps evidence-blind.

    “We need to overcome this perception that the industry is the cause of the problem and not part of the solution.’

    Pang described the journey toward a THR-friendly world as “a long road with many obstacles,” and warned that the EU’s recent alignment with anti-THR policies could have “global repercussions.” Instead, he called for a “circuit breaker” — independent, multi-stakeholder platforms that operate outside the WHO’s Conference of the Parties (COP) framework. These coalitions should unite industry, consumers, investors, media, and advocates to advance harm reduction directly, he said.

    Pang emphasized the crucial role of media and advocacy in countering misinformation, noting that journalists can either “spread misconceptions or become powerful allies.” He also suggested situating THR within the broader context of non-communicable disease (NCD) prevention.

    Reflecting on his 13 years at the WHO, Pang acknowledged its achievements in supporting underserved populations but said the organization now faces “a crisis of relevance and confidence.” He concluded that while the WHO’s mission explicitly includes improving global health — including for smokers seeking better alternatives — progress will depend on using science-driven innovation and rational policy to achieve that goal.

    “Science has given us the tools to reduce harm from tobacco,” Pang said. “Reason dictates that we should use them.”

  • BAT’s Wheaton Calls for Policymakers to Embrace Harm Reduction at GTNF Opening

    BAT’s Wheaton Calls for Policymakers to Embrace Harm Reduction at GTNF Opening

    Brussels, October 6, 2025 — Kingsley Wheaton, Chief Corporate Officer of BAT, opened the Global Tobacco and Nicotine Forum (GTNF) with a call for policymakers to embrace harm reduction and real-world evidence as the basis for future regulation.

    “Right now, we stand at a crossroads,” Wheaton said. “One where the choices we make — as individuals, as companies, and as an industry — will shape the future of public health, policy, and perception.”

    Speaking under the GTNF’s theme, “Real World Evidence: The Race to Reduce Harm,” Wheaton argued that Sweden’s near smoke-free status demonstrates the effectiveness of tobacco harm reduction. He credited awareness campaigns, consumer access to smokeless products, and progressive regulation for driving smoking rates to among Europe’s lowest.

    “Sweden is on the verge of achieving something extraordinary: a smoking rate of just 5.3%—less than a quarter of the EU average,” he said. “This isn’t just a number. It’s a public health milestone. And it’s a powerful validation of a strategy that many dismissed: harm reduction.

    “Despite decades of global anti-smoking campaigns, 1 billion people still smoke. At BAT, we believe quitting is the best choice any smoker can make. But for those who won’t quit, offering scientifically substantiated, reduced-risk alternatives is essential. Sweden proves this approach works.”

    In his remarks, Wheaton touted the success of BAT’s Omni program, the company’s global platform and manifesto for tobacco harm reduction launched in 2024. He said Omni is both a movement and a communications framework through which BAT promotes its vision of a “Smokeless World,” aiming to make smokeless products mainstream and push for regulatory environments that support harm reduction.

    “With Omni, we’re launching a platform for science, dialogue, and collaboration to accelerate progress toward a smokeless world,” Wheaton said. “This transformation took belief—belief that we could be part of the solution. And today, I’m proud to say: we were right to believe in it.

    Wheaton also criticized prohibitionist policies, pointing to Australia’s illicit market as evidence of unintended consequences when safer alternatives are restricted. He urged EU policymakers to adopt proportionate, risk-based regulation that recognizes harm reduction as part of tobacco control.

    “How can policymakers not see what’s right in front of their eyes?” Wheaton said. “When safer alternatives are blocked, the void is filled by danger, not progress. It’s time to rethink, recalibrate, and reclaim the narrative. So perhaps it’s time to ask: What if the most effective way to end smoking isn’t to fight nicotine, but to reimagine it? What if the companies that once sold cigarettes can now lead the charge to make them obsolete?

    “The WHO continues to ignore and sideline harm reduction, clinging to outdated dogma while real-world evidence piles up. This is not just intransigence, it’s negligence. It’s time for policymakers to stop pretending this evidence doesn’t exist. Seventy percent of policy experts still believe nicotine is the primary cause of smoking-related diseases, like cancer. That’s not just inaccurate, it’s dangerous. If we’re serious about closing the Tobacco Harm Reduction deficit, we must engage directly with regulators, health authorities, and policy experts to ensure that safer alternatives are not just available, but understood, accepted, and encouraged.”

    The GTNF is the world’s leading annual conference discussing the future of the tobacco and nicotine industries. It is the global exchange for views and ideas between public health experts, government representatives, the industry, and investors.

  • What Role Does the FCTC Play in Today’s Regulatory Environment?

    What Role Does the FCTC Play in Today’s Regulatory Environment?

    At the Global Tobacco and Nicotine Forum (GTNF) in Brussels, an expert panel explored the growing disconnect between the World Health Organization’s Framework Convention on Tobacco Control (FCTC) and real-world tobacco harm reduction (THR) progress. The session featured Dr. Derek Yach, global health advocate and former WHO executive; Peter Beckett, Co-Founder of Clearing the Air; Dr. Tikki Pang, a professor and former WHO Director of Research Policy and Cooperation; and Dr. Christopher Snowdon, Head of Lifestyle Economics at the Institute of Economic Affairs.

    Yach opened the discussion by criticizing the gap between FCTC policymaking and on-the-ground data. He noted that smoking rates are falling faster in countries embracing harm reduction — such as the U.S., U.K., Japan, South Korea, and New Zealand — than under traditional tobacco control strategies. “If it can happen in Pakistan, it can happen in all of Southeast Asia,” he said. “And if it happens in Southeast Asia, we could be seeing oral cancer in the rearview mirror.” Yach emphasized the need for collaborative public–private partnerships to ensure product safety and credibility, while urging policymakers to move beyond what he called the “distraction” of youth-related arguments that ignore the millions of adult smokers seeking alternatives.

    “It’s not that youth use isn’t important, but putting all the attention on kids doesn’t help for 50 years,” he said. “What about their parents? We could be adding years to their lives right now. [Anti-THR people] just use the youth as a way to divide the argument. We need to shift to the data and take the kid issue off the table.”

    Beckett took a blunt tone, arguing that the FCTC framework is obsolete, exclusive, and lacking transparency. He said the WHO’s current approach alienates the public and damages its credibility, calling the situation “chaotic,” which makes it easier for harm-reduction advocates to push back on. Beckett urged reform-minded countries — especially WHO funders — to “recognize the world as it is” and resist “bullying by overpaid foundations with an agenda,” and accused prohibitionist groups of crossing the line.

    “Ten years ago, they were disingenuous; now they’re straight-up lying,” he said. “I keep hearing the same damn thing. ‘We need to engage with science, we need to be nice to the other side.’ I’m calling bullshit on that. It doesn’t work. There is no amount of science that will do the job. If there was, they’d let me in the bloody room when they have these conversations. We have to recognize this and say enough, and call for a tearing down of the framework in its entirety, because it’s not salvageable.”

    Pang reiterated that many developing countries adopt WHO guidance without generating or analyzing their own data. “They take the easy way out,” he said, “because they lack the capacity to build evidence locally.” Pang pointed to emerging “pockets of positive thinking” among countries that are now re-evaluating WHO recommendations and embracing THR. He called for greater industry unity — across state-owned, multinational, and startup sectors — and stronger alignment with consumer voices. “Consumers are also voters,” he reminded the audience, “and together they can influence policy.”

    Snowdon warned of troubling developments within the WHO, citing “endgame” proposals that reject harm reduction as an industry “con.” He described this as a “quasi-religious mission to destroy all tobacco,” resistant to evidence and reason. Snowdon noted that while grassroots THR advocacy exists, it ironically remains underfunded and overshadowed by well-resourced opposition.

    “We are greatly out-financed. The industry can contribute, but then we get ostracized,” he said. “We have a genuine grassroots movement, but these people have lives to live. They can’t be doing it all the time. Meanwhile, the other side has unlimited resources. The media could be helpful, but they don’t want to risk it.”

    Across the panel, a consensus emerged: the WHO’s FCTC framework risks irrelevance unless it adapts to include harm reduction. Participants agreed that the future of global health policy must be driven by data, innovation, and collaboration rather than ideology.

    The GTNF is the world’s leading annual conference discussing the future of the tobacco and nicotine industries. It is the global exchange for views and ideas between public health experts, government representatives, the industry, and investors.