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08 September 2022

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Flora Okereke, BAT’s Head of Regulatory Insights and Foresights, discusses the positive impact of BAT’s A Better Tomorrow™ ambition in the latest edition of Tobacco Reporter magazine.

Flora OkerekeIn the interview, Flora says that with BAT’s reduced-risk products* to-date available in 57 countries, the progress we have made since we launched our first e-cigarette in 2013 has been “nothing short of miraculous.”

She told reporter Stefanie Rossel: “A Better Tomorrow is a world where smokers who would otherwise choose to continue to smoke have the option to switch to less risky* alternatives to combustible tobacco. It also represents a renewed commitment by BAT to improve society for all those that are sharing the road in our transformation journey – our customers, our employees, our shareholders, our government partners and the public.”

Flora also highlights our focus on diversity and inclusion, the importance of evidence-based regulation and the positive reaction of employees to A Better Tomorrow™.

Flora said: “The transformation is real, and we are delivering tangible change. We are laser-focused on providing adult consumers with a wide range of less risky* products and proactively communicate with our adult consumers, encouraging them to switch.

“Being part of this transformation has engaged employees across the business like never before. There’s a real rise in energy and a renewed commitment and sense of pride among our employees as we work together to reduce the health impact of our business.”

She added: “We are actively engaging regulators and public health and governments advocating for a regulatory and fiscal framework that recognises the important role of tobacco harm reduction.”

Read the interview in full in Tobacco Reporter.

*Based on the weight of evidence and assuming a complete switch from cigarette smoking. These products are not risk free and are addictive.