DUBAI: British American Tobacco and Philip Morris International have invested $9.6 billion in research and development of safer alternatives to smoking.
For the development of innovative new category products, last year, BAT invested $589 million in R&D, said the company's regional head of scientific engagement in the Asia-Pacific region and the Middle East, Dr Hugo Tan.
Dr Tan explained to Arab News that harm reduction of tobacco is a strategy that recognizes the harmful effects of burning cigarettes and encourages smokers to switch entirely to vaping and tobacco-heated alternative products.
"It has been widely accepted and adopted by many countries, including the US, UK, Germany, France and others," Tan said.
PMI has spent more than $9 billion as investment in the research and development of smoke-free products since 2008.
In addition, according to the website of the company, PMI's professionals include more than 930 scientists, engineers and technicians committed to building scientific assessment capabilities such as preclinical systems toxicology, clinical and behavioural research and post-market assessment.
Nicotine Myths
Dr Tan clears up many myths about nicotine and explains how to rely on evidence when making decisions.
"What matters is not just to believe what people say, but to be guided by the evidence," he continued.
He added that it is not only the consumers who equate nicotine with cigarettes but also public health experts and regulators like him also do the same.
However, evidence shows that it is primarily smoke from burning tobacco, not nicotine, that causes most of the health risks associated with cigarettes. Nicotine is just one of many chemicals found in cigarettes.
A study that is yet to be published has been completed by BAT, which is a clinical trial on Vuse, one of the products in the new category. This study looks at both the Vuse user and the cigarette user.
"It will provide a snapshot of the differences in biomarkers of potential harm between Vuse consumers compared to cigarette smokers, and from there, we can see if one indicator differs from the other in terms of biomarkers," he said.
In the UK, Dr Tan said, there are key health regulators and medical associations that have contributed to tobacco harm reduction strategies. He cited a Public Health England report on e-cigarettes that found vaping to be 95 per cent safer than smoking normal cigarettes.
PMI, on the basis of clinical findings on the website, found that using a tobacco heating system like IQOS can have positive effects on the health of smokers.
Despite the clinical findings of the PMI and BAT research, not enough studies have been done on electronic cigarettes or coil-heated tobacco products, said Dr Karem Harb, general practitioner and medical director at Dubai-based Hortman Clinics aid.
According to him, in comparison to regular cigarettes, the new trend in e-cigarettes or similar products has a higher nicotine concentration.
"Smokers do admit they feel better on e-cigarettes and breathe better, as well as sleep better, etc. and that is because they contain less or zero amounts of tar," Harb said.
"On the other hand, many e-cigarette smokers have reported an increase in palpitations and anxiety, which could be directly related to the higher levels of nicotine compared to regular cigarettes," Harb added.
Ways to accelerate alternatives
BAT suggests five ways to accelerate THR, Dr Tan said.
Data collection for understanding the potential of electronic nicotine delivery products in this region in a better way is encouraged by the company.
This approach will improve consumer choice, quality and trust in products, he said.
The second step to distinguish relative risks based on science and be used to guide policies such as taxation would be the development of an appropriate regulatory system, Tan added.
Another method to make sure that products can adapt to changing consumer preferences, he explained, is to allow innovation.
Consumers and regulators can make informed decisions only through communication, which will also help support transparent industry-academic research collaboration to eliminate biased research.
Responsible marketing freedom enables consumers to switch quickly from combustible to non-combustible products.
According to PMI's website, the Food and Drug Administration has approved the marketing of modified risk versions of IQOS Platform 1 devices and consumables.
As of March 31, 2022, PMI's smoke-free products are available in 71 countries.
The website states that to promote public health, FDA has found it appropriate to modify the exposure orders for these products.
As Harb concluded, while many people are ditching cigarettes for what seems like a healthy substitute, there's still much to learn about new industry trends and the new age groups that are taking up the habit. "No smoking is always the better alternative," he said