British American Tobacco CEO Kingsley Wheaton recently released a statement addressing the U.S. Food and Drug Administration’s work to prevent minors from vaping.
Wheaton promised that British American Tobacco would work with governments and regulators around the world to strengthen global anti-vaping efforts.
"We have always been clear that children should not use vapor products and we have had stringent measures in place to address this issue for some time,” Wheaton said in a press release. “Accordingly, we share the FDA's concern that the marketing of some flavors could resonate with children. At the same time it is hard to overestimate the role that the responsible marketing of flavors plays in helping adult consumers move on from combustible products to alternative tobacco and nicotine products.”
In the past, the company has made it a priority not to be attractive to minors and promises to work with the FDA on future efforts.
“We are confident that our planned Pre-Market Tobacco Applications (PMTA) for our four main VUSE products in the U.S. will be submitted before the FDA's deadline of May 2020, which, if approved, will enable our Reynolds business to continue selling its VUSE branded vaping products within the new U.S. regulatory framework," Wheaton said.
Reynolds American Inc., a subsidiary of British American Tobacco, has already taken measures to prevent children from using their products. These measures include not branding their flavors with names that would attract minors.