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Science and data for responsible marketing

Reduced Risk Substantiation (RRS) is a department within British American Tobacco’s global research and development community, which is based at its central R&D hub in Southampton, UK.

The team is comprised of multidisciplinary scientists from analytical chemists through cell biologists and clinicians to epidemiology modellers performing a range of preclinical, clinical and pre- and post-market population-based studies. The remit of the RRS department is to comprehensively assess next-generation products (e.g. electronic cigarettes) for their risk reduction potential in comparison to tobacco products such as cigarettes.

Our approach in this assessment is as follows:

  • Stewardship science – assessment of product toxicity;
  • Toxicant exposure reduction – measurement of the exposure to toxicants in humans;
  • Individual risk reduction – assessment of the risk reduction potential at the individual level; and
  • Population risk reduction – assessment of the risk reduction potential at the population level.

Who we are

Founded in 1902, our company continues to go from strength to strength thanks to our leading tobacco brands, talented people and our commitment to lead Next Generation Product categories.

Alongside our traditional tobacco business, we are also at the forefront of developing products that offer consumers potentially less risky alternatives to regular cigarettes. We call them Next Generation Products and our portfolio includes vapour products and tobacco heating products.

We are committed to the highest standards of corporate conduct, from how we source our tobacco leaf right through to how we market our products to adult consumers.

We take pride in the sustainable and responsible way our businesses are run and the recognition we’ve received show it’s not just us who think we’re doing the right thing.

We were the first tobacco company to be included in the Dow Jones Sustainability Indices in 2002 – and we’ve been included every year since. In September 2016 we were ranked number one in a good governance index published by the Institute of Directors.

Delivering today, investing in tomorrow

British American Tobacco has a rich heritage and, we believe, a bright future. We continue to deliver value to our shareholders today while also investing in our markets, our brands, our new product categories and our people to ensure a sustainable and successful future for our business.

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In the 2017 indices review, we were proud to be overall industry leader and the only tobacco company to feature in the DJSI’s Europe Index and its prestigious World index. Our overall score of 84% was 21 percentage points higher than the industry average of 63%.

We achieved industry leadership in 13 of the 21 sections – up from ten in 2016 – including 100% ratings in:

  • Materiality;
  • Policy Influence;
  • Environmental Reporting;
  • Raw Material Sourcing; and
  • Social Reporting.

Our Vapour Products Marketing Principles provide a responsible and consistent approach to all of our marketing activities for this important category.

Our four core principles are:

  •  We will target our vapour product marketing at adults;
  •  We will market our vapour products to smokers and consumers of vapour and nicotine products;
  •  We will be clear and factual about our vapour products and their potential risks; and
  •  We will not promote combustible tobacco products through our vapour product marketing.
  • Analytical chemistry;
  • In vitro toxicology;
  • In silico computational toxicology;
  • Consumer behaviour and mouth level exposure;
  • Pharmacokinetics (including abuse liability assessment);
  • Clinical biomarkers of exposure and effective dose;
  • In vitro disease models (oxidative stress, CVD, COPD and cancer);
  • In vitro systems science (g. transcriptomics, proteomics, lipidomics and metabolomics);
  • Clinical biomarkers of biological effect;
  • Consumer perception;
  • Post-market surveillance;
  • Adverse outcome pathways; and
  • Population effects modelling.

Profile in Pan European Networks: Government – issue 21
Profile in Pan European Networks: Science & Technology – issue 22
Profile in SciTech Europa Quarterly – Issue 26
Profile in SciTech Europa Quarterly – Issue 28
Profile in Pan European Networks: Government – issue 22
16-page booklet in Government Europa Quarterly, issue 26

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