BAT Vietnam - Responsible Marketing Principles

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

As we work to build a Better Tomorrow™, these Responsible Marketing Principles guide our decisions in how we market our tobacco, nicotine and zero nicotine products and brands. We will uphold the same high standards in every market in which we operate, even when they are stricter than applicable local laws.

We believe tobacco and nicotine consumption is a choice for adults only. No one underage should ever smoke or use products containing tobacco or nicotine.

We understand the products we sell have different risk profiles, but that none of our products are risk free. We also know that potentially Reduced Risk Products can only maximise their potential to contribute to tobacco harm reduction if adult consumers have the information necessary to make informed choices. Therefore, it is essential we provide consumers with clear and meaningful information about our products.

Our approach to responsible marketing is governed by our Responsible Marketing Principles and Responsible Marketing Code. They apply to all BAT entities and marketing suppliers as appropriate to local conditions. These principles emphasise responsible marketing, which is accurate and adult targeted and may be stricter than local law requires.

Our Responsible Marketing Principles: 

1. Our Products are intended for Adult Consumers 
2. Our Marketing is targeted to Adult Consumers 
3. We are committed to Underage Access Prevention 
4. Our Marketing is honest and accurate 
5. We inform Consumers that our Products are not risk free 
6. We respect and comply with all applicable laws 
7. We require our partners to market our Products responsibly

Responsible Marketing Principles

See also

• Regulation in Vietnam
• Youth Access Prevention