📈 Tobacco Harm Reduction Gaining Ground Despite Regulatory Gaps

A shift from traditional combustible tobacco to smokeless nicotine alternatives is backed by decades of science, though awareness gaps and skepticism persist, according to Analucia Saraiva, Senior Manager of Scientific Research at British American Tobacco (BAT). • Key Highlights & Science: The scientific consensus indicates that the smoke from burning tobacco—not nicotine itself—is the primary cause of smoking-related diseases. Smokeless tobacco pouches and vapour products sit much lower on the "risk continuum" because they involve no combustion, ash, or tar. • Market & Regulatory Context: BAT aims to transition its revenues heavily toward smokeless products, ensuring they are affordable, acceptable, and accessible. However, regulatory prohibitions currently exist in Sri Lanka for both heated tobacco products and smokeless tobacco pouches. • Challenges & Future Outlook: Much of the current research is industry-led, creating policy skepticism. Independent public health bodies are increasingly validating the reduced-risk potential of these alternatives. Healthcare professionals, especially in low- and middle-income countries, are viewed as critical to bridging the awareness gap for adult smokers who would otherwise continue smoking, while strict measures remain vital to prevent underage access.