Omni™ Global Initiative
British American Tobacco has launched Omni™, a “major global initiative to make a Smokeless World a reality”, the tobacco giant says
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by Dave Cross
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British American Tobacco (BAT) has launched a major global initiative to, it claims, “make a Smokeless World a reality during the company’s first ever Transformation Forum in London”. The FTSE-listed company unveiled Omni™, an evidence-based, accessible and dynamic resource that shows how science and innovation can combine to achieve a Smokeless World.
The company’s Chief Corporate Officer, Kingsley Wheaton, said: “Tobacco Harm Reduction – encouraging smokers who would otherwise continue to smoke to switch completely to less risky alternatives – is the fastest route to achieving a Smokeless World. And we’re committed to working with others to make this a reality.
“While we have history of humans smoking tobacco for more than 8,000 years, innovation has now delivered smokeless products with reduced risks*† compared to cigarettes. We stand on the threshold of a breakthrough, science-backed change.”
BAT says that Omni™ is a resource that brings together hundreds of independent scientific studies, together with its own research into its innovations, and examples of Tobacco Harm Reduction in action – such as Sweden, which stands on the cusp of becoming the first country to go smokeless as defined by the World Health Organization (WHO).
BAT says Omni™ also looks to answer some of the most challenging questions facing its industry and society, including:
- What is the risk of using smokeless products compared to smoking?
- Are smokeless products a gateway to cigarette smoking?
- What is the role of flavour in smokeless products and Tobacco Harm Reduction ("THR")?
- What is nicotine?
- What is BAT doing to address underage access to tobacco and nicotine products?
BAT’s Director of Research and Science, and one of Omni™’s lead authors, Dr James Murphy, said: “With Omni™, BAT is showcasing its world-class research. Omni means all and we are committed to opening it up to all stakeholders in the THR policy discussion, so that we can seize this exciting opportunity to build a Smokeless World.
“We’re conscious that this will only be possible through genuine dialogue. That’s why we’re inviting anyone who shares our vision – including those who might disagree with us – to review the evidence and join the conversation.”
Murphy added: “Omni™ will be a dynamic resource – we are committed to continuing to publish our research going forward. We are building a technology-enabled Omni tool that will allow stakeholders in the THR policy discussion to further access our answers to the big questions facing our sector and society, rooted in evidence and science.”
Harm reduction expert Clive Bates commented: “I know everyone likes to demonise ‘Big Tobacco’, but I hope BAT gets an open-minded, if sceptical, hearing for this. It's worth remembering that the companies that promote the transition to much less harmful forms of nicotine use are PMI, BAT, JTI, Altria, and Imperial (aka Big Tobacco) to varying degrees. Most of the world's tobacco companies - e.g. in China, India, Indonesia etc. do not do this - often working alongside tobacco control activists to thwart these developments.”
References:
- Omni™ can be accessed at https://www.asmokelessworld.com
Photo Credit:
Images by British American Tobacco
Dave Cross
Journalist at POTVDave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous start-ups to develop content for their websites.
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