BAT Study: Smokeless Cigarettes Reduce Smokers’ Health Risks | Local

The conclusion of a one-year study of 267 people in the United Kingdom found a significant risk-reducing role for British American Tobacco Plc traditional cigarettes compared to traditional cigarettes.

The final report was published last week by the Journal of Internal and Emergency Medicine. A preliminary six-month report was released on July 1.

The glo product has not been approved by the Food and Drug Administration.

This is the latest in a long series of reports on smokeless tobacco and nicotine products published by the Italian research group.

“The full results showed that smokers switching exclusively to glo… achieved significant and sustained improvements in several measures of potential harm associated with early disease development compared to smokers who continued to smoke,” according to the study authors .

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“This includes lung disease, cancer and cardiovascular disease.”

The release notes that the four principal researchers are employees of either BAT or RJ Reynolds Tobacco Co., and that BAT owns the intellectual property rights to the research. The report states that glo is not risk-free and can be addictive.

Reynolds American Inc., BAT’s largest global subsidiary, has about 2,500 employees at its U.S. headquarters in Forsyth County.

Researchers followed smokers of traditional and smokeless cigarettes for 12 months. The smokers were aged between 23 and 55 years, in good general health. Some wanted to quit and some didn’t.

The researchers found that the individual health improvements of those who smoke glo add “to the weight of evidence supporting glo as a less risky alternative for older smokers who might not otherwise quit.”

David O’Reilly, director of research at BAT, said the study “allows us to assess the changes that adult smokers switching exclusively to glo experience by assessing early indicators of potential harm associated with disease development.”

“This provides much-needed new evidence on the scale of change and the longevity of the effect that a full switch to glo can have, and reinforces glo’s potential as a reduced-risk product.”

Survey results

Smokers who did not intend to quit were randomized to either continue smoking cigarettes or switch to glo use only.

Smokers who indicated they wanted to quit were offered nicotine replacement therapy and access to a cessation counselor.

Meanwhile, a group of never smokers was also included to act as a control group. They continued not to use any tobacco or nicotine products.

Participants were required to attend monthly clinic visits where blood, urine and other measurements were taken. These samples were tested for “biomarkers of exposure” (to selected toxicants from cigarette smoke) and “biomarkers of potential harm”.

The main findings of the study are:

  • A significant and sustained decrease in a biomarker with the potential to cause DNA damage associated with lung cancer;
  • A significant and permanent decrease in the number of white blood cells, an inflammatory marker linked to the early development of cardiovascular disease and other smoking-related diseases;
  • Sustained improvement of HDL cholesterol associated with reduced development of cardiovascular disease;
  • Significant and lasting improvement in lung health index; and
  • A significant and sustained improvement in a key indicator of oxidative stress, a process linked to several smoking-related diseases such as cardiovascular disease.

“Our findings support the idea that the harmful (harmful or injurious) health effects of cigarette smoking can be reduced in smokers who fully switch to the use of tobacco heating products,” according to the report.

“For most biomarkers measured, the reductions seen in people using glo were similar to those seen in participants who stopped smoking completely.”

Controversial

As BAT emphasizes how its efforts are increasingly aligned with public health goals to reduce consumption of traditional cigarettes in the US and globally, it continues to face deep skepticism from smoking and public health advocates.

Most anti-smoking advocacy groups are scrutinizing smokeless innovations to determine whether they can benefit public health or work as gateway products to cigarettes, especially for youth.

In January 2020, then-US Surgeon General Dr. Jerome Adams released a 30-year update on smoking cessation efforts that provided a mixed message about the effectiveness of e-cigarettes.

E-cigarettes are not currently approved by the Food and Drug Administration as a smoking cessation aid and are not considered safe products for every user.

“E-cigarettes, an ever-changing and diverse group of products, are used in a variety of ways,” Adams said in the 20-page user guide.

“Therefore, it is difficult to make generalizations about efficacy for cessation based on clinical trials involving a particular e-cigarette. More research is needed on whether e-cigarettes are effective for smoking cessation and to better understand the health effects of e-cigarettes.

Adams also noted the need to “connect with smokers where they are.”

BAT said it believed the cumulative nature of the report would “show that over the past decade the number of people who incorrectly believe that vaping is as harmful or more harmful than smoking conventional cigarettes has increased in the UK, Europe and USA”.

“This is despite several scientific reviews published over the same period showing that vaping products manufactured to quality standards pose less of a health risk than cigarettes.”

“The scientific evidence is clear, but consumer misconceptions remain,” BAT said.

Market presence

glo is primarily available in Japan, where it had a 6.2% market share among all nicotine products as of July.

Analysts note that BAT is playing catch-up to Philip Morris International, which has attracted the lion’s share of public health attention and criticism with its promise to eventually end traditional cigarette sales.

For example, the FDA approved in June 2020 the company’s international version of traditional smokeless cigarettes that are heated and sold as modified-risk tobacco products.

The non-burning product is sold globally as IQOS, but in the United States it was sold as Marlboro HeatSticks.

However, in November, the US Trade Representative confirmed a key legal victory for BAT involving a patent infringement lawsuit against rival Philip Morris International.

On September 29, 2021, the US International Trade Commission issued a final determination of violation of the Tariff Act of 1930 by Philip Morris USA Inc. and Altria Client Services LLC as it relates to two BAT product patents.

As a result of the ITC ruling, PM USA is prohibited from importing PMI’s IQOS 2.4, IQOS 3, IQOS 3 Duo non-heat-burning cigarette products.

It was also ordered to halt future sales of Marlboro HeatSticks already in the US, which included stores in the Triad and North Carolina.

Altria appealed to the U.S. Court of Appeals for the Federal Circuit, which hears patent cases. In June, a hearing was held in which ITC lawyers recommended that the appeals court uphold the agency’s decision.

That appeals process can take up to a year to reach a decision, and the likelihood of a successful appeal is not favorable, according to industry analysts.

Transformation

The glo study comes as BAT is in the early stages of a transformation from traditional cigarettes to potentially reduced-risk tobacco and nicotine products.

BAT said in June it had reached 19.4 million users of next-generation products worldwide, up from 18.3 million on December 31.

For fiscal 2021, revenues from new categories that have a strong Reynolds impact were $2.79 billion, up 51.8% from fiscal 2020.

New products in the category are led by RJ Reynolds Vapor Co.’s Vuse. — the top-selling e-cigarette in the US, along with glo and advanced oral products, led by top-selling Camel Snus and Velo.

Vuse’s market share rose from 37.4% in the previous report to 39%, compared to Juul’s drop from 30.7% to 29.4%. Nielsen’s latest analysis of department store data represents the four-week period ending August 13.

According to Barclays, Nielsen largely covers the big chains. For smaller chains, the group extrapolates trends, which is why changes in trends don’t show up immediately in Nielsen.

In recent months, the shadow of a potential ban on Juul Labs Inc.’s e-cigarettes. off U.S. retail shelves accelerated Vuse’s market share.

In May, BAT debuted its Vuse Go disposable style in the UK with further market rollout planned for the second half of 2022.

BAT chief executive Jack Bowles expressed confidence in June that BAT would hit its target of at least $6.79 billion in annual new category revenue by 2025.

The manufacturer said it spent about $1.25 billion on next-generation product development in the first half of 2022.

A report compiled by BAT, published in June, summarizes the findings of 10 years of scientific research into smokeless products. Some of the studies found an element of reduced risk for e-cigarettes, while others warned that such products were no safer than traditional cigarettes.

“This paper is a comprehensive summary of more than 300 peer-reviewed scientific articles and other evidence published by approximately 50 institutions over the past decade,” O’Reilly said in June.

“We hope that this paper will be used as a resource by public health authorities and will support adult smokers who seek to understand the range of scientific evidence that exists to inform their choices.”

In July, BAT unveiled its latest attempt to close a significant market share and innovation gap in the combustion-free heating category with the Hyper X2 version of its glo brand in Tokyo. Not available in the US

How the glo hyper X2 performs will be crucial for BAT, given that Japan is the world’s leading market, accounting for around 85% of sales of traditional smokeless cigarettes.

The Hyper X2 version offers “advanced induction heating technology in a smaller, lighter device … with a separate boost function for faster heating,” the company said.

Kingsley Wheaton, chief marketing officer of BAT, said the hyper X2 “marks another key stage in our transformation as we build the brands of our future.”

“Since launching our first glo product in Japan in 2016, we have built glo into a billion-dollar global brand through our deep consumer insights, science and innovation.”

There are plans to launch the hyper X2 in the remaining 24 global markets where glo products are sold.

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