Background:
The so-called Reduced Risk Products (RRP), e.g. Heated Tobacco Products (HTPs), e-cigarettes, and oral nicotine pouches (ONP), are aggressively advertised on the internet and social media by multinational tobacco companies as a safer alternative to traditional combustible tobacco products like cigarettes. Tobacco companies are also leveraging these products to position themselves as part of the solution to the global tobacco epidemic.

Objective:
CTFK has reasons to believe that Big Tobacco is exploiting these products to confuse and distract policymakers, influencers, and the public, and delay the adoption of effective science-based WHO-FCTC policies. We also believe Big Tobacco, through these new products, is trying to addict a new generation of young users. The aim is to present case studies to affirm this belief.

Methods:
The presentation will feature a global overview and case studies in Bosnia-Herzegovina, Bulgaria, and Ukraine.

Results:
The case studies show that multinational tobacco companies leverage so-called Reduced Risk Products to addict young people, confound decision-makers, and slow down the approval of WHO-FCTC policies.

Conclusions:
Countries and regional international organizations like the European Union should consider banning the online marketing of these addicting products.