A comprehensive study covering a population of 390 million across the Middle East, as well as Pakistan and Egypt, reveals that around 61 million adults are smokers. In Pakistan, traditional tobacco control measures have proven inadequate in reducing smoking rates. The study highlights Tobacco Harm Reduction (THR) as a more pragmatic and effective approach to address the issue of smoking.

THR offers adult smokers access to scientifically backed alternatives, such as heated tobacco products (HTPs), oral nicotine pouches, and vapes, which are significantly less harmful than smoking. The study also highlights that countries like Japan and Sweden serve as compelling examples of how THR products, combined with appropriate regulations, can lead to significant declines in smoking rates.

For instance, Japan has seen a considerable reduction in smoking prevalence due to the widespread adoption of HTPs. Similarly, Sweden boasts the lowest smoking rates in the world, with only 5% of Swedish men now smoking, compared to the EU average of over 25%. This remarkable achievement is largely attributed to the availability of snus and oral nicotine pouches.

The study provides a critical roadmap for countries like Pakistan, highlighting the importance of risk-proportionate taxation and regulation to encourage the switch to smokeless alternatives. It emphasizes that policymakers must integrate THR into their tobacco control efforts to mitigate the devastating impacts of smoking.