International Marketing Principles

Compliance with the International Marketing Principles of the Group.

A fundamental requirement of our marketing principles is that our marketing is aimed only at adult consumers and is not designed to engage or appeal to children.

Our core marketing principles

At BAT, we have International Marketing Principles which set down detailed guidance on all aspects of our marketing of our conventional combustible tobacco products and our portfolio of potentially reduced-risk products – from print, billboards and electronic media to promotional events, packaging and sponsorship.

As part of our ambition to transform tobacco for our consumers, our business and our shareholders, we have expanded our portfolio in recent years to include, in addition to conventional combustible tobacco products, a range of potentially reduced-risk products (PRRPs), including vapour, tobacco heating products and oral tobacco. To reflect this multi-category approach, our International Marketing Principles apply across all our products, not just conventional combustible tobacco products.

Our International Marketing Principles require that our marketing, across all our products, must be:

  • responsible
  • accurate and not misleading
  • targeted at adult consumers
  • transparent
  • compliant with all applicable laws.

International Marketing Principles (1.5 mb) 


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