British American Tobacco (BAT) has welcomed what it describes as an 'accurate and pragmatic' report on the e-cigarette market, by the House of Commons Science and Technology Committee.
Last week, the Committee published a report that claimed that there is 'clear evidence that e-cigarettes are substantially less harmful than conventional cigarettes', adding that the government should bring forth measures to encourage their use as a tobacco cessation device.
Moving Away From Cigarettes
“E-cigarettes have already helped 1.2 million smokers in UK move away from tobacco products," a BAT spokesperson said.
"The Committee’s recommendations set out a useful road map for the Government to continue its progressive regulatory approach to the category which will help more smokers, who would otherwise not quit, make the switch from traditional tobacco products."
Remaining Challenges
The spokesperson said that the Committee's report outlined a "number of challenges" to realising the potential of the e-cigarettes market.
"Adopting an evidence-based approach to amending the e-cigarette product format restrictions, taxation and where they can be used will also help remove the hurdles currently facing smokers who may be looking to switch to e-cigarettes," the spokesperson said.
“At the heart of everything is the ability to communicate so amending the marketing restrictions currently imposed on the e-cigarette category would allow us to correct misinformation regarding the potential reduced risk of e-cigarettes versus smoking and to communicate the availability of these product to smokers."
The spokesperson added that BAT remains "committed" to working with public health bodies and local councils to offer an "ever-increasing range of high quality, innovative alternative, potentially reduced risk, products".
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
