The 2025 Global Tobacco and Nicotine Forum (GTNF), held in Brussels, brought together policymakers, scientists, public health advocates and industry leaders to explore the progress, challenges and future of tobacco harm reduction. Across three days of keynotes, panels and off-stage conversations, one thing was clear: momentum is building, but regulatory clarity and public understanding remain critical barriers.
Sweden Sets the Benchmark
BAT’s Kingsley Wheaton opened the event by spotlighting Sweden’s world-leading progress towards becoming the first smoke-free country. The widespread uptake of reduced-risk products has fuelled this success, enabled by supportive regulation and informed public health messaging. In contrast, countries with more restrictive policies, such as Australia, are seeing unintended consequences like the growth of illicit markets.
Wheaton’s keynote served as a sharp reminder that meaningful harm reduction is achievable when access, policy and trust align.
Fragmented Regulation in the United States
The complexity of the U.S. regulatory environment was a focal point of discussion, particularly during a panel led by Altria’s Paige Magness. Speakers highlighted how the division of power between federal and state-level authorities creates a fragmented system. While the FDA controls manufacturing authorisations, states implement their own taxes, sales restrictions and flavour bans, resulting in inconsistent consumer access.
Encouragingly, the FDA’s new pilot programme to accelerate PMTA reviews for nicotine pouches was broadly welcomed. However, panellists cautioned that it may not go far enough in establishing the clarity and predictability the industry needs. Questions also remain around the agency’s interpretation of “appropriate for the protection of public health” and how it will weigh risks versus benefits across product categories.
Stewardship and Innovation
A key theme emerging from Day Two was the growing emphasis on product stewardship as a mechanism for building public trust and ensuring responsible innovation. A session led by Imperial Brands’ Joe Thompson emphasised that stewardship must extend beyond compliance, it should encompass the entire product lifecycle, from formulation to disposal.
New technologies were also in the spotlight. Presentations from Green Tank, BAT and others showcased innovations including silicon-based atomisers and invisible vapour, designed to improve consumer experience while reducing exposure risks. Helena Digard of CORESTA underlined the need for harmonised testing standards to keep pace with evolving product design and formulation.
Public Misinformation: A Barrier to Progress
One of the most sobering discussions came during a session chaired by Altria’s Mohamadi Sarkar, focusing on public misperception of nicotine. Citing recent survey data, Sarkar revealed that 63% of U.S. smokers incorrectly believe nicotine causes cancer, and that 80% of healthcare professionals share this misinformed view.
The panel called for urgent action to combat misinformation, including:
As speakers stressed, reducing harm at population scale is impossible without first correcting the narrative.
Final Reflections
GTNF 2025 demonstrated the real-world progress being made by companies, regulators and scientists committed to advancing harm reduction. But it also revealed the unfinished work in regulation, risk communication and public perception, that continues to slow adoption of reduced-risk products.
The forum struck a balance between challenge and optimism. With greater regulatory clarity, science-led messaging and a commitment to innovation and stewardship, the industry has the tools to reshape nicotine use for the better.
Broughton remains committed to supporting that journey through robust science, high-quality product testing and partnership with organisations focused on achieving a smoke-free future. Get in touch to learn more about how Broughton can support your reduced-risk nicotine products journey to market.