Interview of Mazen Saleh, Chief Policy Officer at the U.S.-based R Street Institute, with FED.AZ business news portal.

-Nowadays, all businesses strive to be consumer-centric to sense the changing tastes and preferences of potential customers. On the side of consumers, what do they need to make the right choice?

For consumers to make the right choices, they must have access to reliable, transparent, and scientifically supported information. The characteristics, risks, and differences of products should be clearly explained so that people can make informed decisions.

At the same time, the availability of choice is also important. Consumers should be able to compare alternatives that match their needs and preferences. Informed choice serves the interests of both consumers and businesses.

Tobacco and nicotine products are controversial and regulated in many jurisdictions. How does it affect consumer choice?

The issue is that tobacco and nicotine products are heavily regulated in many countries. In some places, these products exist both in legal and prohibited forms. For example, some countries have completely banned certain products, while others allow them. If such products are banned, people will still continue to use them through other means. In such cases, they may turn to low-quality products that are smuggled in illegally. This directly affects consumers’ ability to choose.

Effective regulation should primarily serve the protection of public health. At the same time, consumers must be able to access accurate, scientifically based, and transparent information about the characteristics and risks of products available on the market. I should note that the broader the range of available products, the smaller the black market for those products will be. However, if the opposite occurs, the situation will naturally not be favorable.

The state of the market changes depending on whether products are completely banned or permitted for sale. If these products are fully prohibited, serious concerns arise about the quality and health impacts of illegally imported and used products. It is known that legal products are imported through lawful channels and can be inspected upon entry into the country. But this is impossible in the illegal market.

When it comes to scientifically substantiated smoke-free alternatives, do consumers need to be properly informed about them for better choice and health?

Yes, it is very important for consumers to be properly informed about scientifically substantiated smoke-free alternatives. Of course, governments already inform consumers that conventional cigarettes are harmful. At the same time, they should also explain that these alternatives may be less harmful compared to cigarettes.

If research has been conducted on these less harmful alternatives and it has been scientifically proven that they are indeed less harmful, the government should share this information with consumers as well. The information should be balanced, accurate, and based on independent scientific evidence. Consumers should clearly understand both the potential risks of these products and how they differ from traditional cigarettes.

I should emphasize that the best option is to completely quit tobacco and nicotine products. However, for adult users who do not quit, access to scientifically based information can help them make informed choices. In this regard, proper information not only protects consumer rights but is also more beneficial for public health.

The US is known for its risk-proportionate approach to tobacco and nicotine products. How effective has this approach been and can it be replicated in other countries for the good of public health?

The U.S. Food and Drug Administration (FDA) focuses on assessing risk continuum of products and evaluates them on a risk basis. Despite receiving thousands of applications regarding such products, the FDA has so far issued decisions on only about 50 of them.

After receiving an application, the FDA does not evaluate an entire category of products at once; instead, it reviews each individual product within that category and makes decisions case by case.

In fact, the situation in the United States is as follows: since tobacco and nicotine products are not banned, consumers are aware of the relative risk differences among them. The share of smokers in the U.S. is below 10 percent. The share of young people using vapes (electronic cigarettes) is also below 10 percent. How has this been possible?

The reason is that adults are moving away from more harmful cigarettes and switching to alternative nicotine products.

Interview conducted by:
Elnur Huseynquluyev
Director and Editor-in-Chief