GTNF Conference 2024: A Thought-Provoking Event Driving Innovation in a Regulated World

The 2024 GTNF Conference kicked off with impactful discussions on how to innovate in a tightly regulated environment. Led by Valerie Briggs Solomon and supported by panellists such as Lillian Ortega, Laura Leigh Oyler, Lindsey Stroud, and Dr Jessica Zdinak, the session explored how traditional regulations often clash with the fast-paced nature of innovation, leaving consumers underserved and markets vulnerable to opportunism. Both the US and UK were highlighted as struggling to align regulatory frameworks with what consumers want, leading to an increase in black-market products where enforcement is lacking.

My key thought is, in a regulatory landscape often dominated by reactionary measures, how do we create agile, adaptive regulations that protect consumers while fostering innovation? This theme permeated discussions throughout the conference, revealing a fundamental need to evolve current frameworks to meet modern consumer and product demands.

Parallels Between Tobacco and Cannabis Regulation

Catharine Dockery’s keynote delivered an insightful parallel between the tobacco industry of the past and the evolving cannabis industry, particularly from an advertising and medical endorsement perspective. As cannabis faces increasing regulation, Dockery emphasised the need to strike a balance between consumer safety and the freedom to innovate, a sentiment echoed in multiple sessions.

Following this, Ryan Selby led a fascinating discussion on innovation in the nicotine space, joined by Yu Kang, Marina Murphy, Eve Wang, and Hayley Xu. The conversation dove into the potential of nicotine analogues, with Marina highlighting the historical use of nicotine and decades of research, while also expressing concerns about new compounds’ safety. Nicotine analogues, such as 6-methyl nicotine, may present an opportunity to switch adult smokers away from more harmful products, but they could also carry the same risks of abuse and youth uptake as traditional nicotine.

The Big Pitch: Environmental and Technological Innovation

One of the highlights of Day 1 was "The Big Pitch" session hosted by Ryan Selby, where innovators presented cutting-edge solutions to industry problems. Tadas Lisauskas and Luis Sanches of Greenbutts offered a biodegradable filter to tackle the issue of cigarette butt waste, while Rhodri James from Yoti introduced a promising age-verification technology that could eventually be built into vaping devices. Corey Koffler and Carl Meinhart of Greentank Technologies unveiled a novel aerosolisation method that promises longer-lasting performance with reduced harm from toxic compounds.

These innovative solutions reflect a broader push to solve environmental and technological challenges, without compromising consumer experience or safety.

Tackling Tobacco Harm Reduction: Global Insights

Day 2 featured a dynamic panel on Tobacco Harm Reduction (THR), hosted by Elaine Round and featuring experts like Clive Bates and Dr. Mohamadi Sarkar. Clive shared compelling data showing a dramatic decline in young adults’ use of combustible products, and raised the important question: should this shift toward safer alternatives be viewed as a failure or a success? The panel urged a more nuanced understanding of success in harm reduction, beyond just absolute abstinence from nicotine.

FDA’s Brian King, PhD, MPH, followed with a keynote, emphasising that while the FDA has not banned flavours outright, product-specific data is critical for making informed regulatory decisions. King’s remarks were followed by a reactor panel featuring Kathy Crosby of Truth Initiative and other experts, who discussed the importance of collaboration across the industry to meet evolving regulatory challenges. For the Truth Initiative to now mention authorised ENDS as one, of several, tools for tobacco use cessation may sound minor, but this is a seismic shift from an influential voice in the industry.

The Consumer at the Centre of the Conversation

Throughout the conference, there was an ongoing focus on understanding and meeting consumer needs. Paola Pocci of Imperial Brands shared insights from over 200,000 consumer interviews, reinforcing that no single product or approach fits all smokers. The challenge lies in switching smokers away from addictive products while overcoming decades of brand loyalty.

Similarly, Dr Sudhanshu Patwardhan led a panel that emphasised the global disparity in tobacco harm reduction efforts, especially in low- and middle-income countries (LMICs). While much of the innovation is centred in the US and Europe, 80% of tobacco users reside in LMICs, where consumers are often left behind in the drive for safer alternatives.

Closing Thoughts and The Road Ahead

The final day of GTNF featured keynotes from Tikki Pang, K.C. Crosthwaite, and Henry Armour, followed by a global regulatory panel. Dr Carolyn Beaumont provided a sobering reminder of the ongoing global death toll from tobacco use, underscoring the urgency of innovation in harm reduction. Meanwhile, Elaine Round’s keynote on BAT’s ambitious goal to achieve 50% smokeless revenue by 2030 highlighted the industry’s commitment to building a smoke-free future.

The conference wrapped up with closing remarks from Joe Murillo and Elise Rasmussen, bringing a sense of optimism despite the ongoing challenges. From groundbreaking innovations to strengthened collaborations with regulators, GTNF 2024 showcased the industry’s dedication to reducing the harm caused by tobacco. As attendees left the event, it was clear that the road to a smoke-free world is filled with both challenges and opportunities, but significant progress is being made.

Final Reflections

The 2024 GTNF Conference was not just an opportunity to engage in meaningful discussions, but a testament to the industry’s collective effort to innovate responsibly in a highly regulated environment. From environmental solutions to age-verification technologies and safer nicotine products, the event showcased the breadth of innovation aimed at reducing harm while meeting consumer needs. With ongoing dialogue between industry leaders and regulators, the future looks promising for advancing harm reduction and improving public health outcomes.

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