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Responsible marketing

We believe in upholding high standards of corporate behaviour.

We agree that the tobacco industry should be regulated, but we also think we should be able to communicate in a responsible way with adult consumers about our tobacco products.

For a business like ours, it is imperative that we provide clear and meaningful information about the different risk profiles of our products to help consumers make informed choices.

Ensuring we market our products responsibly to adult consumers only is also crucial.

We direct our marketing activities in accordance with global principles, which we believe are at the heart of responsible tobacco marketing. Our core beliefs on this subject are:

  1. We will not mislead about the risks of smoking.
  2. We will only market our products to adult smokers.
  3. We will not seek to influence the consumer’s decision about whether or not to smoke, or how much to smoke.
  4. It should always be clear to our consumers that our advertising originates from a tobacco company and that it is intended to promote the sale of our tobacco brands.

International Marketing Principles (472 kb) 

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