Responsible Marketing

Our companies' marketing approach is guided by our Vision to responsibly lead the transition of adult smokers to a smoke-free future.

"Responsibly leading" means we must limit reach, access and appeal to unintended audiences, including youth and adults who don't use tobacco. This is a key pillar of our underage tobacco prevention framework and imperative to tobacco harm reduction.

The cornerstone of our approach to marketing responsibly is led by our Code of Conduct and our compliance with all legal, regulatory and internal policy requirements.

We work hard to instill a culture of responsibility throughout our marketing and sales organizations and with our business partners.