This website is about a potential lifesaver, called TOBACCO HARM REDUCTION (THR).

Quitting smoking and nicotine completely is clearly the most effective strategy for reducing the harm from smoking.

However, TOBACCO HARM REDUCTION is one of the most exciting opportunities to help prevent tobacco-related disease and premature death. It persuades cigarette smokers who can’t or won’t quit, to switch to a smoke-free, tobacco-free nicotine alternative.

Smoking of cigarettes remains the biggest single cause of noncommunicable deaths in the world. According to the World Health Organization (WHO), it caused eight million deaths in 2017 alone. If current trends persist,another BILLION tobacco-related deaths will occur during the 21st century.

Millions of smokers have been able to quit smoking by switching to reduced risk THR products such as:

  • Electronic cigarettes (also known as ENDS or vaping products)
  • Oral Nicotine Pouches or Swedish Snus
  • Heated Tobacco Products (also known as heat-not-burn)