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- Appropriate enforcement will ensure the sustainability of adult consumer choice across all product categories
- BAT's
- RAI has already submitted its first brand PMTA application and is well positioned to make further applications for the rest of its vapour portfolio ahead of the
- RAI is confident that, as required by the PMTA process, all VUSE products will be shown to be appropriate for the protection of public health
"Yesterday's announcement takes us a step closer to a predictable regulatory environment in a key marketplace, but focus must now shift to enforcement to ensure vapour market regulations are effective.
"We have long said it is not the marketing of these products per se that is the concern, it is the irresponsible marketing of them that should be robustly addressed. For us, smart regulatory frameworks partnered with responsible marketing and appropriate enforcement will ensure the sustainability of adult consumer choice across all categories."
The guidance the FDA has provided, together with the previously announced requirement to submit PMTAs by
Importantly, the guidance is clear that flavours can return to the market place once they have been cleared through the PMTA process.
"Millions of adult tobacco consumers are looking for an alternative to cigarettes and it's important to remember that properly regulated flavours can play an important role in the choice of adult tobacco consumers to transition to vapour products as an alternative to cigarettes."
"Our
BAT has long argued for sustainable regulatory frameworks for its new category products. BAT believes in providing adult consumers with vapour systems that are hard to adulterate; providing new category products which are supported by world class science and product stewardship; offering a range of flavours which ensure adult consumer satisfaction whilst not appealing to youth; and marketing freedoms to drive category adoption among adult consumers.
"We will continue to work with the
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