* NICE Public Health Guidance: Tobacco Harm Reduction Approaches to Smoking (2013)
Nicotine is one of the reasons that people smoke, along with taste and ritual. In order for smokers to switch from cigarettes to less harmful alternatives, these products need to contain nicotine.
That’s precisely why we are focused on developing products that offer a flavorful, nicotine-containing vapor – but with far lower levels of the harmful chemicals found in cigarette smoke.
Are we saying that these products are safe? No. What we are saying is that these products are better alternatives to smoking. The best option for health remains not to start, or to quit.
No. While nicotine is addictive, it is not the primary cause of smoking-related diseases. Nicotine is highly toxic when ingested or absorbed in high doses (beyond those found in smoking or vaping), and it can increase a person’s heart rate and blood pressure.
Certain people – including pregnant or breastfeeding women and people with heart disease, severe high blood pressure, or diabetes – should not use products that contain nicotine. Minors should not use or have access to tobacco or nicotine-containing products.
Shouldn’t smokers be able to choose less harmful alternatives to cigarettes?
Adult smokers worldwide are looking for better alternatives to cigarettes.
What are our scientific studies saying about our breakthrough products?