Asli Ertonguc, managing director of British American Tobacco (BAT) for the UK and Ireland, advocates for increased advertising of vaping products as a means to motivate smokers to switch from traditional cigarettes. BAT, established 123 years ago, is known for brands like Rothmans, Dunhill, and Lucky Strike. With traditional cigarette sales declining, Ertonguc suggests that a strict marketing framework directed solely at adults could raise awareness about alternatives perceived as less harmful.
The UK imposes strict regulations on advertising tobacco products, including vaping, due to health concerns associated with smoking. The Department of Health and Social Care (DHSC) and the Advertising Standards Authority (ASA) were approached for comments on Ertonguc’s stance, but no response was provided by DHSC, and ASA refused to comment.
During a recent interview, Ertonguc noted that vaping and nicotine pouches now constitute nearly 70% of BAT’s UK revenue. While she acknowledges the potential health risks tied to vaping, she argues that it remains less harmful than smoking. In 2025, a survey revealed that 20% of UK youths aged 11 to 17 had tried vaping, prompting concerns from organizations like the World Health Organization about escalating nicotine addiction among young people.
Ertonguc emphasizes that nicotine is addictive but not directly linked to cancer. She previously faced criticism for using social media influencers to market vaping products to younger audiences. As a response, BAT has adjusted its marketing strategies to target an adult demographic primarily, ensuring that over 80% of its advertising audience is adult.
In light of increased scrutiny, Ertonguc supports measures including retail licensing, age verification, product testing, and refined health warnings. She believes these initiatives can effectively assist smokers in making informed choices while aligning with the UK’s ambition of becoming smoke-free by 2030.
Source: https://www.bbc.com/news/articles/c3w5y7979vzo?at_medium=RSS&at_campaign=rss