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Our products are responsibly marketed to existing adult tobacco, vapor and nicotine consumers through tailored advertisements that only use models who are aged 35 and older.
Reynolds is the U.S. parent company of, among others, R. J. Reynolds Tobacco Company; Santa Fe Natural Tobacco Company, Inc.; American Snuff Company, LLC; R. J. Reynolds Vapor Company; Modoral Brands, Inc. (collectively the ‘operating companies’ or ‘companies’). Reynolds Marketing Services Company (RMSC) provides support for the operating companies and plays a critical role in our Underage Access Prevention efforts.
At Reynolds, we are committed to a multi-category strategy to provide adult tobacco and nicotine consumers a choice in products. As part of our vision for “A Better Tomorrow™,” we aim to establish the highest standards in the industry as we work to offer a broad portfolio of products to meet adult tobacco and nicotine consumer preferences. Reynolds uses multiple third-party data sources and technologies in our efforts to prevent underage access to tobacco, vapor and nicotine products.
As part of our A Better Tomorrow™ corporate purpose, we conduct our business ethically, legally, and responsibly. Reynolds employees have been—and will continue to be—committed to Retailer Compliance, Responsible Marketing, and Underage Access Prevention through a variety of trainings and programs.
Our Standards of Business Conduct (SoBC) covers underage access prevention and other areas such as anti-bribery and anti-corruption, political contributions, anti-money laundering, and tax evasion. Our annual SoBC sign-off is a key component of delivering our business in an ethical and lawful manner and with integrity. We have consistently achieved 100% sign-off completion.
We educate our employees on effective ways of marketing our products while delivering on our commitment to underage access prevention. All of our employees must complete a training module covering various marketing practices and guidelines to ensure that across all channels, our marketing aims to appeal to tobacco and nicotine consumers aged 25 and up.
We believe that educating youth about the dangers of tobacco, vapor and nicotine product use is the right thing to do. It’s important to our companies’ long-term strategic goal of transforming the nicotine industry. Underage prevention makes good business sense because, as we help the continuing decline in underage cigarette use, all interested parties and the public may gain a greater understanding of our commitment to this issue.
In 1991, we began the “Right Decisions Right Now (RDRN)” underage tobacco prevention program that offers materials to educators, parents, and students in grades 5-9, to provide them with tools to help persuade youth to be tobacco- and nicotine-free by making good decisions. The “Right Decisions Right Now: Be Tobacco Free” program was independently tested nationally and was found to be successful on two key measures: (1) recent smoking levels decreased significantly in test schools, particularly for grades 8-9; and (2) the program lowered anticipated tobacco use among middle school-age students. In addition, students’ susceptibility to peer pressure and their perception of the popularity of tobacco-using peers both showed significant declines versus the control groups. The program also has been updated to include a vapor module.
Today, we continue to support the Right Decisions Right Now program. Reynolds employees are encouraged to present the RDRN program to a youth-focused group and each group is entitled to a grant of $500 – $1,000.
In response to FDA’s open public comment period in March of 2026 regarding Draft Guidance on Applications for Flavored E-Cigarettes, Reynolds American submitted the following comment: Re: Docket No. FDA-2026-D-1817 (91 Fed. Reg. 11980, Mar. 11, 2026) – “Flavored Electronic Nicotine Delivery Systems (ENDS) Premarket Applications—Considerations Related to Youth Risk” RAI Services Company … Continued
Reynolds American recently partnered with SEMAFOR to highlight the launch of a forward-looking $3.2 billion investment to progress toward a Smokeless America. For more than 150 years, the Reynolds American organization has been an enduring part of American industry. Today, the organization continues to invest in the communities where employees live and work, train … Continued
The Reynolds American organization (Reynolds) has partnered with Custom Content from WSJ to highlight how the organization is defining its next era following its 150th anniversary last year. The feature explores how Reynolds is navigating one of the most significant evolutions in its history, transitioning from a combustible-products business toward a predominantly smokeless trajectory … Continued