Growing A Smokeless America

According to recent data, adult smoking rates are under 10% for the first time in recorded history, and youth usage of vapor products has decreased by 74% since its all-time high in 2019. Despite these facts, more work is to be done as American youth are using illicit disposable vapor products at an alarming rate and only 41 vapor products for adult smokers have been authorized for marketing by the FDA—in
only menthol and tobacco flavors.

The United States is at the precipice of achieving a Smokeless America. To do so, Reynolds American believes now is the time to go even further – prevent youth access, stop illicit vapor products and follow the science which supports expanded alternative products choice for adult smokers.

Our Approach to Responsible Nicotine Regulation

Reynolds American supports a balanced, responsible and science-led approach to nicotine regulation that reduces underage access, strengthens enforcement, and preserves compliant, regulated options for adult nicotine consumers. That approach rests on three core principles:

	Adult Smokers Need Compliant, Regulated Product Alternatives Millions of adult smokers are looking to move away from combustible cigarettes. For many, potentially reduced-risk alternative products play a role in that transition. Science suggests that an array of appealing flavor options help support migrating away from cigarettes. These products must be: Intended for adults Responsibly designed and marketed Kept out of the hands of underage consumers — products, packaging, or marketing that appeal to underage audiences should have no place in a responsible, regulated marketplace.
	Responsible Regulation Must Be Matched By Strong Enforcement Evidence increasingly shows that illicit vapor products, particularly unregulated disposable vapes, are driving underage access. Effective and responsible regulation requires: Strong enforcement against unauthorized manufacturers, importers, and distributors Action against non-compliant retailers and illegitimate sales channels Closing regulatory gaps that allow illicit vapor products to enter and remain in the market Authorization of an array of products that appeal to adults so a legitimate market of regulated products—rather than the illicit one—flourishes
	Preventing Underage Access Must Remain The Top Priority Preventing underage access is essential. Underage use of nicotine has declined meaningfully over time, reflecting responsible marketing and retail practices and enforcement. Reynolds American invests in underage access prevention through: Responsible marketing standards Retailer education and compliance programs Strict age-verification requirements Ongoing support for enforcement of underage sales laws

Reducing Underage Access While Preserving Adult Smoker Product Options

At Reynolds American, we support strong underage access prevention efforts and science‑based, responsible nicotine regulation that reflects real‑world data and adult nicotine consumer preferences.
We believe effective policy can continue to reduce underage access while also supporting adult smokers who are seeking alternative products to combustible cigarettes.

What The Data Shows

These findings point to a market reality where illicit, unregulated disposable products, not regulated, compliant products, account for the majority of the remaining underage exposure. And the data shows that flavors alone are not driving product uptake.

Long-Standing Commitment to Underage
Access Prevention