Response of
Reynolds American to Two
Cigarette Approach to Marketing:
Your Board of
Directors recommends a vote AGAINST this proposal.
The specific
approach recommended in the proposal to reduce harm from the use of
cigarettes has already proven to be commercially unsuccessful in the
United States. At least two other manufacturers have marketed a
nicotine-free cigarette or a cigarette with substantially reduced
nicotine levels, but were unable to gain any meaningful consumer
acceptance of the products.
Management,
however, agrees with the underlying intent of the proposal -- efforts
should be made to explore the implementation of harm reduction
strategies in connection with the ;manufacture and marketing of
existing and future tobacco products. As stated in RAI's Guiding
Principles and Beliefs, "Decreasing the health risk and harm directly
associated with the use of tobacco products is in everyone's best
interest." RAI and its operating companies have a desire to work
in conjunction with others to reduce the harm caused by the use of
tobacco products.
A harm
reduction, or continuum of risk, strategy recognizes and informs
smokers that different types of tobacco products have different levels
of risk. This strategy has the potential for achieving measurable
reductions in the harm caused by tobacco use, particularly cigarettes.
David Sweanor,
in a recent article published in The
Ottawa Citizen, explained the benefits of such a strategy:
When dealing with any cause of death, injury or disease, we have four
broad areas of intervention: We can try to prevent onset of the
behaviors, encourage cessation among those already engaging in it,
protect third parties from any associated risks, and reduce the risks
for those who will continue the behaviors. This applies whether
we are talking about rock climbing ... or ingesting nicotine. The
way we use these four broad avenues of interventions will vary but the
goal is always the same: the maximum practical reduction in the
risk of harm."
Published
scientific studies indicate compelling differences between the tobacco
product categories for the incidence and risk for serious and chronic
diseases. The difference is particularly notable when comparing
the harm caused by cigarette smoking with that of non-burning tobacco
products. A 2007 report from Britain's Royal College of
Physicians said that "the consumption of non-combustible tobacco is on
the order of 10 (to) 1,000 times less hazardous than smoking."
The rate of
smoking has consistently declined for decades, but government sources
report that approximately 45 million Americans continue to smoke.
It is likely that smoking and tobacco use will remain legal and
prevalent for the foreseeable future. Given that there are adults
who choose to continue to smoke, the acceptance and implementation of
harm reduction strategies by tobacco manufacturers, public health and
other interested groups and relevant government agencies could help
achieve further reductions in the harm caused by smoking.
RAI and its
operating companies have already begun implementing strategies
consistent with this goal. RAI's acquisition of Conwood, with its
portfolio of smokeless tobacco products, and RJR Tobacco's introduction
of Camel Snus, a new alternative and replacement tobacco product for
current smokers, are two recent examples. RAI's operating
companies also are actively working, consistent with applicable laws,
to help identify methods of appropriately and accurately educating
tobacco consumers on the differences in risk between cigarettes and
non-burning tobacco products.
Therefore, your
Board of Directors urges you to vote AGAINST this proposal.