Tue, 07 Oct 2025

Tue, 07 Oct 2025 Vape boss says allowing 'strict' ads would help smokers quit

The British American Tobacco boss calls for more advertising and regulation for the vaping industry.
The managing director of British American Tobacco (BAT), Asli Ertonguc, believes that allowing more vape adverts could encourage smokers to switch to vaping products. She suggests implementing a "very strict marketing framework" targeted only at adults to make them aware of alternatives and promote responsible use. Ertonguc argues that traditional cigarette sales are shrinking as smokers increasingly turn to vapes and nicotine pouches, which are perceived as less harmful. However, the UK government has tough restrictions on advertising these products due to concerns about their health impacts. The company's UK revenue has surged to 70% in the last five years due to vaping and nicotine pouches sales. Ertonguc emphasizes the need for consumers to be informed about the contents of vapes, saying "vapers deserve to know what is in their vapes so that they can use them safely." She acknowledges that vaping may cause long-term damage to lungs, hearts, and brains, but argues that it is less harmful than smoking. The NHS recommends vaping as part of its "swap to stop" program for adult smokers trying to quit. Ertonguc cites studies from the US FDA and European organizations to highlight the addictive nature of nicotine, stating that "nicotine is not the cause of cancer, but it is addictive." She admits that seeing children vaping makes her uneasy, emphasizing that "smoking is not a thing for youth" and any nicotine product should not be used by anyone under the legal age. BAT has faced criticism in the past for using social media influencers to promote nicotine products to youngsters. Ertonguc claims that the company no longer uses this tactic and has implemented clear guidance on social media platforms to ensure the audience is at least 80% adults. She advocates for stricter regulations, including retail licensing, mandatory age checks, pre-market product testing, and clearer health warnings to reflect the risk profile of vaping compared to smoking. Ertonguc believes that these measures will have a greater impact on reducing smoking than the government's Tobacco and Vapes Bill, which aims to create a smoke-free generation. The company is also pushing for tougher penalties for those who break the rules, citing implementation challenges as a key hurdle. Ertonguc expects vapes to play a significant role in helping the UK achieve its ambition of becoming smoke-free by 2030, stating that she believes this goal is "achievable."
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