Summary
The head of British American Tobacco (BAT) in the UK and Ireland suggests that allowing highly regulated vape advertisements could help smokers switch from traditional cigarettes to potentially less harmful alternatives, like vapes. Despite the decline in cigarette sales, vaping advertisements face strict restrictions in the UK due to health concerns. The UK's Department of Health has not yet responded to these suggestions.
Key Facts
- Asli Ertonguc is the managing director for UK and Irish operations of British American Tobacco (BAT).
- Traditional cigarette sales are decreasing as more smokers choose vapes and nicotine pouches.
- The UK has strict rules on advertising vapes because they consider all tobacco products harmful.
- Ertonguc proposes a "very strict marketing framework" to promote vaping to adults only.
- Vaping makes up nearly 70% of BAT's UK revenue over the past five years.
- Some studies, including those from the FDA, suggest vaping might be less harmful than smoking, but it's not without risks.
- A 2025 survey showed 20% of UK youths aged 11 to 17 have tried vaping, and 7% currently vape.
- BAT states it no longer uses social media influencers to promote their products to young people.
