On August 31, according to foreign news reports, a British fund manager stated that public health would benefit from corporate investment in harm reduction or non-combustible alternatives to cigarettes (NCA).

Industry investment has many benefits in reducing harm. If we can shift the discussion from the Big Tobacco mindset to a more open dialogue, see what consumers want. "Said Jonathan Fair, the founder of Ash Park, based in the United Kingdom.

Ash Park manages the Ash Park global consumer franchise fund. Fell manages long-term, high-quality investments in the FMCG industry. Prior to 2013, Fell was the team leader of the Consumer Equity Research Group at Deutsche Bank in London. Prior to Morgan Stanley and Merrill Lynch, he was responsible for the tobacco and beverage industries.

Innovative NCAs such as e-cigarettes, heated tobacco products (HTP) and Swedish snuff are considered part of the THR, a strategy designed to reduce the impact of smoking on public health.

An example of HTP was developed by Philip Morris International. Heated tobacco products, or HTP, heat the tobacco without burning the tobacco to release a delicious aerosol instead of smoke. HTP eliminates the combustion process, which has been found to cause the production of thousands of harmful chemicals in the smoke.

Since last year, adults aged 21 and over in the pilot area of Metro Manila can use heated tobacco devices and tobacco rods called HEETS. The IQOS online store now also covers delivery services in major areas of Visayas, including Cebu City, Consolacion, Cordoba, Lapu Lapu City, Liloan, Mactan Airport, Manda Victoria, Cebu’s Minlanila, Naga and Talisay; and Dumangas, Iloilo City, Leganes, Orton, Pavia, San Miguel and Iloilo Of Santa Barbara.

"You can see that the market has given higher valuations to companies that are transforming from combustible products. Of course, these companies and their executives have also noticed this, and this is reflected in the incentive plans of some of these companies." Fair said.

Professor David Sweeney, chairman of the Advisory Committee of the Health Law and Policy Center of the University of Ottawa, Canada, said that technology has shaped the tobacco industry because more and more consumers are turning to innovative nicotine products that are considered less harmful than combustible cigarettes.

"We see that a large number of consumers are very willing to switch to these products, the products are available, and they have good information. The global cigarette market</a> approaches $1 trillion annually and has more than 1 billion users." Professor Swinou said.

Professor Sweanor has been actively involved in tobacco and health policy issues since the early 1980s, and has collaborated with numerous groups around the world, including the International Anti-Cancer Alliance, the World Health Organization, the World Bank, and the Pan American Health Organization, and is currently implementing tobacco policy Play a key role in many global precedents. He now focuses most of his work related to tobacco and nicotine on risk reduction strategies.

"I think we need to study this industry, we need to pay attention to new players, we need to understand that this is a very dynamic situation. We need to try to shape this through smart supervision, and see how we change other things through smart discussions. Industry, for example, what is happening in the automotive industry now, developing together with the internal combustion engine?" He said.

"What has changed from unhygienic food to hygienic food, from snake oil to science-based pharmaceutical products? How did we change all these other industries? What lessons does this teach us? By understanding how this industry works, At the same time understand who is in this industry, what can we do? What is the difference between a company that sells tobacco products and a company that sells alternative products? What is the difference between cigarettes and non-combustible tobacco products? What is the division of labor between different companies?" Professor Nuo said.

However, Professor Sweanor pointed out that there are still many misunderstandings about non-combustible substitutes.

"Many mainstream tobacco control believe that e-cigarettes are the conspiracy of the new evil geniuses of Big Tobacco and must be combated. The best thing we can do is to attack these alternative products. You don’t realize that what they are doing is indeed protecting the cigarette market. And it is these companies that significantly increase their profit margins on a sustainable basis. Therefore, they fail to understand the truth of what is happening," he said.

Professor Sweanor said that the easiest way to motivate companies to transform and do more is to stop banning alternatives.

"You know, all these markets have huge potential. Anyone who thinks that new technology is unacceptable in low- and middle-income countries needs to understand what happened to smartphones. I mean, lift the ban and inspire people to move in this direction. Go forward," he said.

"So, innovation will happen. The question is whether we are trying to turn it into a public health advantage? Do we have a reasonable regulatory system to help us reduce smoking faster?" Professor Swinou said.

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