BAT Launches Lawsuit Against EU Ban on Flavored Heat-not-Burn Tobacco

British American Tobacco (BAT) has declared a full-on war against the European Union's ban on the sale of flavored heated tobacco products (THP). The EU member state, Ireland, has initiated legal action in response.

According to insiders on the 20th, BAT's Irish subsidiary, PJ Carroll, has initiated legal action against the Irish Minister for Health and Minister for Justice.

PJ Carroll is calling for a legal review of the decision made by the European Commission. Last month, the Commission's proposal to restrict the sale of flavored heated tobacco went into effect, prompting immediate protest from Carroll. As part of a cancer prevention plan, the Commission proposed limiting the sale of flavored heated tobacco in 27 EU countries.

Stella Kyriakides, the EU Commissioner for Health and Food Safety, has stated that removing flavoured heated tobacco from the market is another step towards Europe's battle against cancer. "We will be able to create a 'smoke-free generation', reducing the number of people using cigarettes," she said.

BAT believes that when making decisions, the characteristics of reduced harm products compared to traditional tobacco cigarettes should be taken into consideration.

A tobacco product that is heated instead of burned has been shown to have lower harmful effects compared to regular tobacco cigarettes. These products, especially when flavored, are being touted as important alternatives to traditional cigarettes. However, there have been lawsuits filed in response to restrictions on their sale and use.

The spokesperson from BAT stated that they believe regulations should be based on the existing best data.

British American Tobacco is launching glo, a heated tobacco device. They are also selling the luminous Stick Neo, which comes in various flavors such as △Purple Boost△Tropical Cool△Zest Cool.