Guiding Principles

Our Vision: We will achieve U.S. market leadership by transforming the tobacco industry. We are leading change in our industry by:

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Reducing the harm caused by smoking

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Accelerating the decline in youth tobacco use

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Driving innovation throughout our businesses

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Redefining enjoyment for adult tobacco consumers

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Tobacco Use and Health

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Tobacco harm reduction

Tobacco regulation and communication

Tobacco consumers

Vapor and other noncombustible tobacco products