Our smoke-free products have the potential to present less risk of harm for individual smokers who fully switch and to reduce harm for the population as a whole. In order to determine the likely effect that they would have on the population, it is important to understand how our smoke-free products are perceived and how users will behave with those products.
Smoke-free products have been designed to achieve a reduction in the harm that smoking causes. They are intended only for adult smokers who would otherwise continue using tobacco or nicotine. They are not intended for smokers who have quit tobacco and nicotine, or for those who have never used cigarettes or other tobacco products. Moreover, these products should not be used as a cessation device.