The basic ritual of smoking is simple.
A smoker lights a cigarette, starting a high-temperature reaction known as burning, or combustion.
The consumer draws air through the lit cigarette for a certain number of puffs, until the tobacco leaves and paper are completely burned away, leaving only the ash.
The burning of the tobacco produces a complex mixture we call smoke. It contains many harmful chemicals, and these chemicals are what primarily cause smoking-related diseases.
What are smoke-free alternatives?
Smoke-free products - such as heated tobacco products, vapes and oral nicotine products - provide nicotine, but do not burn tobacco and hence do not generate smoke or ash. They are alternatives to cigarettes for adults who would otherwise continue smoking.
There are more than a billion smokers in the world today. Their best choice is to quit tobacco and nicotine altogether, but many don’t.
Smoke-free products can play a pivotal role in switching those adults who would otherwise continue smoking away from cigarettes and other combustible tobacco products.
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Our purpose
Our impact strategy focuses on where we believe that we can drive meaningful change for every Canadian.
Transformational change from the inside out
We are clear that the best choice any smoker can make is to quit smoking and stop using nicotine products altogether—but the reality is that many don’t.
Smoke-free alternatives
Products that eliminate combustions such as heated tobacco, vaping, and oral smokeless products provide smoke-free options for those who would otherwise continue to smoke.