Youth Access Prevention

Our role in preventing youth access to our products

It’s essential that any tobacco or nicotine products are not marketed to youth. Given the nature of our products, we take seriously our commitment to market them responsibly and only to adults.

BAT’s commitment that our marketing is only aimed at adult consumers and is not designed to engage or appeal to youth is at the centre of our International Marketing Principles (IMP)  .

We do not sell to under 18s

In addition to our strict requirement for adult-only marketing, we also expect markets to conduct youth access prevention activities.

Our commitment to only market our combustible tobacco products to adult smokers has long been supported by our global Youth Smoking Prevention (YSP) Guidance and activities for our operations worldwide.

You can read more about our global approach to Youth Access Prevention, our adherence, and the type of prevention activities undertaken on our global page here .