Key Points
- BAT Regional Director for Americas and Europe Fred Monteiro spoke with El Confidencial about Spain’s nicotine regulation plans.
- Monteiro supports nicotine limits but opposes Spain’s proposed 0.99mg nicotine pouch cap.
- BAT argues nicotine regulation should be based on science and harm reduction principles.
- Smoke-free products represent about 25% of BAT’s Americas and Europe business and nearly 30% of its Europe business.
- BAT continues its transition from combustible cigarettes toward smoke-free products.
2Firsts
July 30, 2026
According to Spanish newspaper El Confidencial on July 24, 2026, Fred Monteiro, Regional Director for Americas and Europe at British American Tobacco (BAT), discussed Spain’s proposed regulations on vaping products and nicotine pouches, as well as BAT’s broader smoke-free transformation strategy.
Monteiro manages BAT operations across nearly 90 countries in the Americas and Europe. He said BAT supports clear and science-based nicotine regulation but argued that overly restrictive measures could reduce opportunities for adult smokers to transition to alternatives.
The interview covered Spain’s proposed nicotine pouch rules, vape regulation, European market experiences and BAT’s shift toward smoke-free products.
BAT Supports Nicotine Limits but Opposes Spain’s 0.99mg Pouch Cap
Regarding Spain’s proposed limit of 0.99mg nicotine per pouch, Monteiro said BAT supports setting maximum nicotine levels but believes the proposed threshold is too low.
Monteiro said standards across many markets in BAT’s Americas and Europe region are generally between 15mg and 20mg per pouch and that he was not aware of another country applying a 0.99mg limit.
He argued that nicotine levels need to be sufficient for adult smokers seeking alternatives to traditional cigarettes.
Monteiro said nicotine is an addictive substance and supported regulation, but argued that rules should balance consumer needs with public health objectives.
The views represent Monteiro’s and BAT’s position and do not represent the final position of Spanish regulators.
BAT Calls for Science-Based Harm Reduction Approach
During the interview, Monteiro discussed BAT’s harm reduction strategy.
He said combustible cigarettes carry the highest risks because tobacco combustion produces most harmful substances, while smoke-free alternatives may reduce exposure.
Monteiro cited BAT research and other studies, stating that compared with conventional cigarettes:
- heated tobacco products may reduce risk by 90%-95%;
- vaping products may reduce risk by more than 95%;
- nicotine pouches may reduce risk by 99%.
These figures reflect BAT’s cited assessments and views on relative risk.
Monteiro also acknowledged that these categories are relatively new and that long-term scientific research is still developing. He said the best option for smokers remains quitting completely, while switching to smoke-free alternatives may be an option for those who cannot quit.
BAT Warns Excessive Restrictions Could Fuel Illegal Markets
Monteiro argued that regulation should avoid pushing consumer demand toward illegal markets.
He cited examples from European countries where strict restrictions may contribute to illicit trade.
Monteiro referred to Germany’s nicotine pouch market and a Dutch study on illegal vape products as examples of potential unintended consequences.
These examples were cited by Monteiro during the interview.
He said regulators should focus on:
- removing illegal products;
- improving product standards;
- preventing youth access.
BAT Advances Smoke-Free Transition as Products Reach 25% of Regional Business
Monteiro said BAT, a company with 125 years of history, began its transition toward smoke-free products about 15 years ago.
He said smoke-free products currently account for:
- around 25% of BAT’s Americas and Europe business;
- nearly 30% of its Europe business.
BAT’s smoke-free portfolio includes:
- heated tobacco products;
- vaping products;
- nicotine pouches and other nicotine alternatives.
Monteiro said BAT’s long-term goal is to become a predominantly smoke-free company, but the transition requires cooperation among consumers, governments and regulators.
He said the industry needs to balance public health objectives, consumer choice and long-term business sustainability.
Follow 2Firsts for the latest updates on global tobacco and nicotine regulation, industry developments and market trends.
Cover Image source: El Confidencial
Disclaimer
This article is provided solely for professional research, industry discussion, and informational purposes. Any references to brands, companies, products, technologies, or policies are made for factual reporting and analytical purposes only, and do not constitute endorsement, recommendation, promotion, or advertising by 2Firsts.
Nicotine-containing products, including but not limited to cigarettes, e-cigarettes, heated tobacco products, and nicotine pouches, carry significant health risks. Readers are responsible for complying with all applicable laws and regulations in their respective jurisdictions, including age restrictions and access limitations.
The information contained in this article should not be regarded as investment, legal, medical, regulatory, or commercial advice. While 2Firsts strives to ensure the accuracy and reliability of its content, it does not assume liability for any direct or indirect loss arising from errors, omissions, inaccuracies, or reliance on the information contained herein.
This article is not intended for individuals below the legal age for accessing tobacco or nicotine-related information in their jurisdiction.
Copyright Notice
This article is either original content produced by 2Firsts or content reproduced, translated, summarized, or adapted from third-party sources with attribution where applicable. The intellectual property rights of the original content remain with 2Firsts or the respective original rights holders.
No individual or organization may copy, reproduce, distribute, republish, modify, translate, or otherwise use this content without prior authorization. Any unauthorized use may result in legal action.
For copyright-related inquiries, corrections, or removal requests, please contact: info@2firsts.com.
AI-Assisted Translation and Editing Notice
Portions of this article may have been translated, edited, or reviewed with the assistance of artificial intelligence tools to improve efficiency and readability. Due to the limitations of AI-assisted translation and editing, discrepancies, omissions, or inaccuracies may exist when compared with the original source.
Where applicable, readers are advised to refer to the original source for the most complete and accurate information. If you identify any errors or believe that any content infringes upon your rights, please contact us at info@2firsts.com, and we will review and address the matter promptly.
