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BAT To Launch Digital Information Hub For Vapers

British American Tobacco (BAT) has announced plans to launch a digital information hub, VapeExplained.com, to address queries related to vaping.

The platform aims to help smokers and vapers make informed choices by sharing a wide range of information on vaping.

The site also provides essential information on the role of vaping products as a potentially reduced-risk alternative to smoking, BAT added.

'Informed Decisions'

Chief marketing officer of BAT, Kingsley Wheaton, said, “VapeExplained.com is where smokers and vapers can find clear, simple, fact-based information from a well-known source. I hope this helps them to make more informed decisions about vaping.

“We have set ourselves a target of having 50 million users of our non-combustible products by 2030. To achieve this ambition, we must ensure adult consumers have access to the facts about the potentially reduced-risk alternatives available to them.”

The website draws on the company’s vast technical expertise comprising over 1,500 scientists and engineers, and the experiences of offering vaping products in over 26 countries around the world.

Initially, the website will be available in the UK and the US, followed by a rollout in other countries next year.

Challenges

BAT added that smokers and vapers face challenges finding clear and balanced information regarding the subject, with a simple online search engine query for ‘vaping information’ delivering over 38 million results.

In the past five years, there has been a 14-fold increase in media articles on vaping, Factiva data from November 2020 has revealed, offering a confusing mix of divergent views.

In 2020, there were more than 700,000 monthly internet searches on vaping in the US and UK alone, with approximately 70,000 searches explicitly asking about the dangers of vaping, BAT added.

© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.

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