Is British American Tobacco's Vape U-Turn a Threat to Public Health?

In a surprising shift, British American Tobacco (BAT), once a staunch opponent of unauthorised disposable vapes in the U.S., is now preparing to launch its own product in the same lucrative market. This move underscores the financial pressures facing the industry as BAT seeks to capture a share of the booming sector.

The decision to test launch in Tennessee, Florida, and Georgia comes as BAT awaits FDA approval for its synthetic nicotine device, highlighting the legal and ethical complexities of entering a market plagued by unregulated competitors. Critics argue that the absence of an FDA licence raises significant public health concerns.

Analysts note that the proliferation of unregulated vapes has posed challenges for regulatory bodies, which struggle to keep pace with market demand. As BAT steps into this contentious arena, public health advocates warn of the potential risks associated with underage access and the allure of flavoured products.

(With inputs from agencies.)