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Responsible Marketing & Product Integrity

Responsible marketing is central to our values and is underscored by how we execute on our Transforming Tobacco mission. We have demonstrated that our operating companies’ products, including next generation, innovative products, can be marketed responsibly to adult tobacco consumers.


Our approach to responsible marketing reflects our commitment to providing enjoyable products to existing adult tobacco consumers while limiting youth exposure to our products and product marketing.

Our operating companies’ marketing practices adhere to the following core principles:


Our companies partner with expert third-party entities, including leading analytics and data providers, to implement and constantly improve upon best-in-class technology and vetting systems that ensure marketing is directed to appropriate adult audiences and restricts youth access.

We stand firm on the fact that those under 21 should never use any form of tobacco or nicotine, in any product form, and we continue to implement practices and support programs that limit youth use.

Youth Prevention

Product Integrity


We take product integrity and quality seriously.

From product conception to development to responsible marketing, our teams implement the highest operational standards in the industry. We want to meet and exceed the standards available to us as our organization builds the broadest range of innovative products in the industry.

Our product integrity team evaluates ingredients and material that goes into our operating companies’ products with testing, manufacturing and packaging criteria to ensure they meet internal requirements.

We are committed to doing the right thing and remain open to working with the rest of the industry and regulatory agencies to implement appropriate marketing principles targeted only at adult tobacco consumers.