Responsibly marketing our products to existing adult nicotine consumers.
Tobacco products carry risks to health. These risks distinguish tobacco from most consumer goods and they place upon the industry a real responsibility. It's a responsibility for which JTI expects to be held accountable, together with governments and the rest of society.
JTI therefore supports the implementation of practical, effective and proportionate regulation that governs the marketing of tobacco products, while preserving JTI's right to communicate with adults who use those products.
However, whatever the level of regulation that applies to its marketing activities, JTI is committed to its five Global Marketing Principles to ensure there is a responsible and consistent approach to how it markets its combustible tobacco products and its reduced-risk products to existing adult consumers of these products.
Abiding by these Principles also ensures that JTI’s reputation is safeguarded while assuring that its marketing practices support the sustainability of the business.
Our Global Marketing Principles are as follows:
We market our products honestly and using accurate information.
All existing adult consumers of combustible tobacco products should be reminded about the health risks associated with these products.
We comply with all laws and regulations.
Every year, as part of its risk-based audit program, onsite field visits are performed by JTI internal audit team in a sample of markets to ensure that our market teams and their business partners comply with local laws & regulations as well as with our Global Marketing Principles, which are an integral part of JTI Policies. During these audits, JTI internal audit team also reviews processes and controls in place to ensure these compliance objectives are achieved. Specific attention is paid to youth access prevention. Findings, if any, are followed up for prompt action by management.
Our dedication to responsible marketing reflects our commitment to consumer well-being and the sustainability of our business. Explore the sections below to learn more about our specific marketing principles.
Age verification is an important element of every marketing program through which JTI is in direct contact with consumers of tobacco products in order to advertise or promote its brands.
Age verification is required when JTI is in face-to-face contact with consumers of tobacco products or when JTI is in remote contact with such consumers, for example, through dedicated JTI brand websites.
Examples of age verification methods include visual inspection, inspection of government-issued proof of identity bearing a date of birth and a photograph and a conclusion by a reliable third-party provider of verification services that the personal identifying information is not falsified.
Where permitted by applicable law, JTI may advertise its products and brands on offline channels, for example in printed media, direct mail, consumer activations including one-on-one activities, branded promotional items, point-of-sale materials for consumers, product sampling, event sponsorship, etc. In doing this, JTI favors the use of media channels restricted to adults.
Where permitted by applicable law, JTI may directly interact with consumers to advertise its products. Such activities must only target adult consumers, preferably in locations restricted to adults.
JTI may advertise its products and brands in paid digital media. Digital advertising must be exclusively directed at adult consumers and restricted to the relevant jurisdiction.
JTI allows access to advertising and promotional content on its own branded websites, and sends direct mail, email, and text messaging only to age-verified adult consumers who reside in the relevant market.
JTI distributes solicited product samples only where this is permitted by law and only to adult consumers of tobacco products whose age has been verified. JTI provides product samples and products in exchange for competitors' products in person only to existing adult consumers of tobacco products whose age has been verified. JTI does not distribute unsolicited product samples by mail.
JTI employees or agents engaged in sampling or providing products in exchange for competitors’ products must themselves be adults.
JTI does not conduct market research involving or in relation to minors. JTI has no interest in information about minors’ consumption of tobacco products.
JTI places health warnings on all packaging of cigarettes and other tobacco products for retail sale, even if it is not required to do so by law.
JTI also puts clearly visible health warnings on all advertising and promotional materials except, where permitted by law, on advertising smaller than 250 cm² used on any surface at point of sale.
JTI uses product claims or statements to inform consumers of specific qualities, attributes, or unique features of the product. Such product claims must be clear, factual and substantiated with adequate evidence and should not suggest that JTI products have any health benefits or downplay the health risks and addictiveness of JTI products.