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Evaluating tobacco industry ‘transformation’
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To cite: Edwards R, Hoek J, Karreman N, et al. Tob Control. 2022;31:313–321.
Some tobacco companies claim they are ’transforming’ by adopting harm reduction goals or even seeking to achieve a ’smokefree’ world. What characterises transformation and whether companies can or are transforming is unclear. Nevertheless, such claims are gaining traction. We critically investigated tobacco industry transformation by exploring the definition and criteria for evaluating transformation, and assessed whether transformation is occurring and feasible. Companies’ transformation claims centre on increasing sales of new tobacco and nicotine products like e-cigarettes (’new products’) with little attention to reducing sales of more hazardous smoked and oral products (’conventional products’).
Some tobacco companies claim they are ’transforming’ by adopting harm reduction goals or even seeking to achieve a ’smokefree’ world. What characterises transformation and whether companies can or are transforming is unclear. Nevertheless, such claims are gaining traction. We critically investigated tobacco industry transformation by exploring the definition and criteria for evaluating transformation, and assessed whether transformation is occurring and feasible. Companies’ transformation claims centre on increasing sales of new tobacco and nicotine products like e-cigarettes (’new products’) with little attention to reducing sales of more hazardous smoked and oral products (’conventional products’).
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