LONDON -- BAT announces that a new multi-market survey of policy experts across 15 different territories reveals that erroneous perceptions of nicotine health risks continue to persist, despite both the growing scientific consensus that nicotine is not a primary cause of smoking-related disease and the increased availability of smokeless alternatives to conventional cigarettes.
The survey, commissioned by British American Tobacco (BAT) and released ahead of the start of this year’s GTNF in Brussels this week, reveals that seven in ten policy experts continue to incorrectly believe nicotine is the main cause of smoking-related disease.
In addition, the research - which interviewed three cohorts (Nicotine Users[2]; Policy Experts; and Medical Professionals[3]) in 2024 and 2025 - also found that while half of medical professionals discussed smokeless alternatives to cigarettes weekly with their patients, only 21% feel well-informed enough to recommend them.
Kingsley Wheaton, Chief Corporate Officer at BAT, said:
“This survey shows that while change is possible, it’s not a given. We’re seeing green shoots of progress, especially where we’ve launched new product innovations and invested in clear, science-led communication. But the data also tells us we must go further and faster and equip those making decisions with the latest scientific evidence about smokeless products.
We remain committed to working with public health authorities, regulators and scientists to ensure accurate information reaches consumers.”
Conducted by a third party on behalf of BAT, the research did show indications of improved[4] perception of smokeless products, in particular Vapour products among nicotine users.
Key Multi-market[5] Findings:
· Nicotine misperception is the highest[6] among Policy Experts, with 70% still erroneously attributing smoking-related diseases primarily to nicotine.
· 50% of Medical Professionals discuss smokeless alternatives to cigarettes weekly, yet only 21% feel well-informed enough to recommend them.
· More than 75% of Medical Professionals trust scientific and public health messaging on Tobacco Harm Reduction (THR) but their THR awareness is low: only around 20% feel informed, familiar with the relevant scientific literature, or able to invest time in learning more about THR.
· 65% of Policy Experts support cigarette-equivalent or stricter regulation for smokeless products, measures that are contrary to THR goals.
· Across the cohorts, Oral Nicotine Pouches have the most favourable THR perception, followed by Vapour & Heating Products.
Regional Highlights:
· Japan & Pakistan: Indications of improvement[4] in Oral Nicotine Pouch harm perception among Medical Professionals and Policy Experts.
· Australia & New Zealand: Directionally negative trend[4] in Vapour products THR perception among Medical professionals, potentially linked to tighter regulation.
· Sweden: Around 80% of Policy Experts, Medical professionals and Active users of category[7] have favourable THR perception of Oral Nicotine pouches.
· France: 89% of Medical Professionals believe that Vapour products are potentially less harmful than cigarettes.
· UK: More than 60% of smokers[8] perceive Oral Nicotine pouches as potentially less harmful than cigarettes.
· US, France & UK: The highest level of nicotine health impact misunderstanding among Policy experts (>85%) across measured markets.
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[1] Former Govt officials, Academia & Research leaders, Members of NGOs & Advocacy groups, Senior Legal experts, Members of relevant Non-Governmental Institutions (NGIs), Policy & Advocacy experts.
[2] Nicotine User (using nicotine product at least weekly) aware of at least one smokeless product (E-cigarettes or vaping products, Heating products, Oral Nicotine pouches).
[3] HCPs (GPs, FPs, Oncologists, Pulmonologists, Cardiologists), Outpatient Clinical Specialists, Pharmacists, Community Healthcare Workers, Mental Health Practitioners and Nurses.
[4] The data points across the two years are not directly comparable due to changes in question wording; however, since the response scale was maintained, they may still provide indicative insights into relative trends.
[5] Multi-market findings based on average of scores obtained across 15 markets: Australia, U.S, UK, Canada, France, Germany, Italy, Poland, Romania, Sweden, Brazil, Japan, South Korea, Pakistan and New Zealand.
[6] Compared to the scores among other cohorts (Nicotine users and Medical professionals).
[7] Active users of a category defined as at least weekly users of the category.
[8] Smokers defined as daily users of cigarettes who have tried or are open to trying at least one new category (vaping, heated or nicotine pouch products) in the future.
