YOUTH ACCESS PREVENTION
Tobacco and NGP are for adult smokers only. We do not want youths to use any of our products and take youth access prevention (YAP) very seriously. We fully support YAP and minimum age restrictions for the sale or purchase of our products.
Preventing youths from using tobacco or recreational nicotine products is an issue for society as a whole to resolve. We play our part by not directing the marketing of our products to anyone under the age of 18, or higher minimum age where specified locally, or to non-smokers.
We are committed to the marketing and advertising of our products responsibly within the laws, codes of practice and voluntary agreements of those countries within which we operate. We have updated our marketing standards to reflect developments in technology and our NGP portfolio. Our commitment to the responsible marketing and sale of our NGP and conventional tobacco products is summarised by the following five Marketing Principles:
1. We only engage with adult consumers of tobacco and nicotine products.
2. Our marketing is honest and transparent.
3. We give our consumers the information they need to make informed choices.
4. We will never encourage people to start smoking or non-smokers to use recreational nicotine products, and never discourage consumers of our products from quitting.
5. We respect the local laws, codes of practice and voluntary agreements which govern the advertising, promotion and sale of our products.
All Imperial Brands companies and employees, as well as agencies who work with us, adhere to our standards and local legislation. Where local legislation is stricter than our standards, this takes precedence, and where local legislation may be less stringent, then our own high standards take precedence.
We believe social media has an important role to play in ensuring greater awareness of the potential health benefits of NGP and agree with regulators that such communication should only ever be aimed at adult smokers. Instances of our employees and agencies failing to follow our strict guidelines are rare. Whenever we have been made aware of inappropriate social media use, we have immediately removed any offending posts and taken appropriate action after conducting a thorough investigation.
We work with retailers to reinforce the message that tobacco and NGP are solely for adults and encourage responsible selling. We support initiatives aimed at preventing the sale of our products to minors, including schemes that highlight the minimum age at the point of sale and relevant training for our trade partners. In Germany for example, one of our most important markets, the German Federal Association of Tobacco Industry and Novel Products (BVTE) and its member companies, including Imperial, advocate effective enforcement of the sales age of 18 for nicotine products. To support our trade partners to achieve this, the BVTE is managing an e-learning tool. For more details read our case studies.