GFN 2025: Changing Perceptions and Moving the Tobacco Harm Reduction Dialogue Forward

Our Chief Commercial Officer, Andy Mooney, recently attended the Global Forum on Nicotine (GFN) 2025 in Warsaw, where once again, science, policy and public health came together to advance the conversation on tobacco harm reduction.

From the very start of the event, the theme was clear: How can we better communicate the science to ensure that more smokers turn to reduced-risk products to help them quit.

The opening keynote from Mark Tyndall and Dr Carolyn Beaumont, titled ‘What’s So Scary About Tobacco Harm Reduction?’, set the tone. Drawing parallels with harm reduction approaches in other public health fields like drug use and HIV, Tyndall argued that with appropriate interventions, harm can be reduced by as much as 95%. In the case of smoking, that intervention is access to reduced-risk nicotine products. Yet, as both speakers highlighted, misinformation from parts of the media and elements within the healthcare community continues to adversely impact progress, leaving smokers without full access to safer alternatives.

A recurring call to action throughout the conference was the need to shift from ongoing debate to measurable progress. In a workshop hosted by Mohamadi Sarkar (Altria), the question was put plainly: Can we stop discussing and focus on action? Sarkar advocated for the use of the Delphi Approach, bringing together experts to build consensus based on robust scientific evidence. The goal is to overcome persistent misperceptions and create a united front that supports the adoption of reduced-risk products based on sound science.

One of the fastest-growing product categories in the harm reduction space is nicotine pouches, and this area was a particular focus at GFN 2025. In a panel discussion featuring Anna Franzén (Emplicure), Barnaby Page and Mark Oates, the group explored the rapid growth of the category alongside the global regulatory patchwork that is developing. Barnaby Page emphasised the widely varied country-by-country approaches, ranging from no regulations to outright bans and flavour restrictions. Anna Franzén reinforced the importance of separating nicotine from tobacco in the conversation, highlighting that it is not nicotine itself, but rather the tobacco combustion process, that produces the vast majority of harmful chemicals associated with smoking.

GFN continues to provide a valuable forum for open, science-led discussion on how we, as industry stakeholders, can overcome persistent misconceptions and help accelerate the adoption of evidence-based harm reduction strategies. Encouragingly, this year saw growing media attendance at the event, a positive sign that the message may be starting to reach a wider audience.

The science remains clear. While no nicotine product is entirely risk-free, reduced-risk products such as nicotine pouches, e-cigarettes, and heated tobacco offer smokers meaningful alternatives that can lead to improved health outcomes. The challenge now lies in ensuring that public health narratives reflect the science and that regulatory frameworks continue to support access to these alternatives while maintaining high product standards.

Broughton remains committed to supporting our clients and partners with the scientific evidence and product testing capabilities needed to ensure that reduced-risk nicotine products are both safe and accessible to the consumers who can benefit from them most.

To find out more about Broughton’s nicotine testing and toxicology services, visit our website.