Growing A Smokeless America

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:

More Regulated Product Options for Adult Smokers

Enforce Against the Illicit Vapor Market

Underage Access Prevention

More Regulated Product Options for Adult Smokers

Adult Smokers Need Compliant, Regulated Product Alternatives

Millions of adult smokers are looking to move away from combustible cigarettes. Innovative and potentially reduced-risk alternatives like vapor products and nicotine pouches play a role in that transition for many. Science suggests that different flavor options may help support adult smokers migrate away from cigarettes. However, these products must also be:

Intended for adult tobacco and nicotine consumers
Responsibly designed and marketed
Kept out of the hands of underage consumers — simply put, products, packaging, and marketing that are designed to appeal to underage audiences have no place in a responsibly regulated marketplace.

Enforce Against the Illicit Vapor Market

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: