The World Health Organisation (WHO) predicts a staggering over 1 billion smokers in 2025 and beyond, indicating that tobacco control measures which are aimed at curbing adoption and encouraging quitting are proving to be not as effective. Countries are rethinking their traditional tobacco control policies; by adding a ‘harm reduction’ approach, to offer adults who would otherwise continue to smoke, scientifically substantiated less harmful products as alternatives. The U.S. has always led the way in supporting “appropriate regulatory framework for new product innovations” taking a scientific approach. It requires manufacturers to file a premarket tobacco product application (PMTA) with the FDA, providing scientific data to demonstrate the product is appropriate for the protection of public health. Similarly, in 2017, the U.K. Department of Health released its five-year tobacco plan for England, with an aim to reduce the smoking rates amongst adult smokers to 12 percent by 2022. The government acknowledged the role that science-backed innovations can play in helping adult smokers switch completely from cigarettes, and actively encourage smokers to consider using alternatives, which are less harmful. Today, progressive tobacco control policies are also being adopted by both developed and emerging countries. Recently, Uruguay, transitioned from a ‘Nanny State’ with restrictive tobacco control laws to a progressive state; giving the consumer, freedom of choice. In 2005, the Government announced a series of mandates to reduce tobacco consumption resulting in a multi-decade effort to significantly increase industry regulation. In March 2021, in a historic decision, the Government of Uruguay reversed the ban and noted that the industry can play a role in reducing the impact of smoking.

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