As South Africa debates new tobacco control legislation, new research by independent firm Povaddo shows that many smokers believe regulation should evolve with scientific evidence to better support adult smokers who do not quit altogether to move away from cigarettes.
The findings form part of a broader multi-country survey conducted across several markets, revealing a consistent global trend: adult smokers are more likely to consider switching away from cigarettes when they have access to accurate information, and affordable alternatives supported by proportionate, risk-based regulation.
An international survey commissioned by Philip Morris International (PMI) and conducted by independent research agency Povaddo in multiple countries including key markets in Europe, Latin America and Asia reveals that a majority of adult smokers across these regions share similar views mainly that innovation in smoke-free alternatives, combined with supportive policy frameworks, can accelerate declines in cigarette use. Moreover, respondents across the countries surveyed believe progress happens faster when governments, public health authorities and industry collaborate.
The survey of adult smokers in South Africa found that eight in ten support risk-based regulation, where less harmful nicotine alternatives are regulated differently from cigarettes. Respondents believe this approach could accelerate progress in reducing smoking.
The study highlights a clear message emerging from the research: many believe tobacco control policies should evolve alongside scientific evidence and provide adult smokers with accurate information about less harmful alternatives.
Despite decades of tobacco control efforts, smoking remains a significant public health challenge in South Africa. Nearly 44% of smokers are unfamiliar with e-cigarettes, 65% are unfamiliar with heated tobacco products, and 70% are unfamiliar with nicotine pouches, highlighting low awareness of smoke-free alternatives among South African smokers. Therefore, the survey suggests that smokers don’t understand that SFPs are potentially much less harmful than cigarettes.
More than 80% of smokers say affordability and accessibility are key factors when considering smoke-free products.
Specifically:
- 82% say alternatives should be cheaper than cigarettes
- 82% want them to be easily available in stores
- 80% want product information at the point of sale
- 78% want risk-reduction information to help them make informed choices
Respondents also indicated that a regulatory approach recognising differences in risk between products could help reduce smoking while limiting the growth of illicit markets.
Sensible regulation is needed – regulation that recognises the role scientifically substantiated smoke-free alternatives can play in helping adult smokers who would otherwise smoke to move away from cigarettes, while maintaining strong protections for youth and non-smokers.
