Imperial Brands has published a new evidence based infographic on its science website examining the role of vape flavours in tobacco harm reduction.
The infographic is based on a recently published academic review of more than 230 peer reviewed studies and explores how flavours influence smoking cessation, relapse prevention, and public health outcomes. It also addresses questions around health risks, dependency, and non smoker uptake, with the company promoting a “facts over feelings” approach to vape regulation.
To inform the infographic, the study’s authors analysed over 230 studies, including in vitro and in vivo toxicological assessments, laboratory research, clinical trials, observational studies, and large scale surveys.
The review found that non tobacco flavoured vapes, such as fruit and mint, are preferred by adult smokers seeking to switch from cigarettes. Access to a range of flavours was shown to reduce relapse to smoking and support long term switching away from combustible tobacco.
The findings also indicated no greater toxicological concerns associated with responsibly manufactured flavoured vapes compared with non flavoured products. Studies reporting contrary results were typically scientifically flawed or did not reflect real world conditions. The review further concluded that flavoured vapes do not increase uptake among non smokers.
Matthew Stevenson, scientific substantiation senior manager and co-author of the study, said: “With high quality ingredients, rigorous testing, and responsible marketing, flavoured vapes are a crucial means of helping adult smokers and nicotine consumers switch from cigarettes to potentially harm reduced vapes.”
He added: “Scientific evidence is heavily weighted in favour of incorporating flavoured vapes in successful THR strategies, with flavour diversity key to maximising switching success and reducing smoking prevalence. The data also tells us that while seemingly well intentioned attempts to ban vape flavours have been counterproductive.
“Ultimately, this new review and infographic demonstrates that vape regulation must be rooted in scientific facts not feelings if public health goals focusing on smoking are to succeed.”
The infographic is available on the Imperial Brands Science website and reflects the company’s wider commitment to evidence based approaches to tobacco harm reduction.
