In 2021, some countries ban or severely restrict risk reduction products (RRP), although there is scientific evidence to support their benefits. If the World Health Organization attempts to further abolish this category at the November meeting, it will seriously undermine the progress of RRP.

"THR is neither a battle to win or lose; it is about science, consumer choice, and the need for pragmatic solutions," Wheaton said. "If we cannot unite to find a solution, then there will be no winner. It is hard to imagine anything more destructive than the further elimination of these alternative products to global THR efforts."

Although RRPs are not completely risk-free, they are much safer than combustible products. About 100 million smokers have switched to RRP. Wheaton said that restricting access to RRP is both misleading and repressive. "Given the evidence that former smokers may re-use combustible cigarettes, the government should lift the ban on alternative products instead of introducing them," he pointed out. "A society-wide approach is needed."

Wheaton said that to maximize the impact of THR, it is necessary to adopt evidence-based methods, appropriate regulations, freedom of innovation, participation in dialogue and communication, and responsible marketing practices.

If the scientific community pays close attention to the potential of RRP to help adult smokers, the impact of THR may be even greater. Wheaton cited a large-scale study of BAT’s Glo tobacco heating product, which revealed biomarkers comparable to smoking cessation. In addition, he said, clinical model data indicate that by 2100, smoking may cause 30 million life-years to be lost.

Wheaton emphasized his company's commitment to encourage smokers to switch to smokers, and emphasized BAT's ambition to have 50 million consumers for its heat-not-burn products by 2030. But he is concerned that there is a lot of misinformation among consumers. Although there is more and more evidence supporting risk reduction products, in the 2018 European survey, 62% of respondents believe that e-cigarettes are more harmful than combustible cigarettes-an increase from 59% in 2016. It should be related to society.

Wheaton said. "Although this should be the basis for public health policy discussions, a small number of people in the public health community do not believe in THR, which has an adverse effect on development and ultimately hinders collective progress.

Wheaton explained that the way forward is to continue to innovate and create an e-cigarette experience that closely mimics smoking. "Innovation should be promoted and the needs of consumers should be paid attention to," he said.

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