Following a number of articles referring to JAI products as ‘designed to renormalize smoking’, we would like to clarify our position at Fontem Ventures:
- There is a clear and growing consensus of public health professionals who believe that EVPs have the potential to make a significant contribution to public health. In fact, a recent report by the WHO (published in July 2014), goes on to negate the argument of EVPs serving as a gateway to smoking traditional tobacco by stating that in the United Kingdom “where tobacco – control measures are very strong and ENDS [EVPs] use is popular and growing, it seems that smoking prevalence, cigarette consumption as well as overall nicotine use continues to decrease gradually”. (1)
- With JAI, far from legitimising tobacco, this product intends to be, for the vast majority of users, a clear alternative for some or all of the traditional tobacco products they use. It is designed for smokers as a real alternative to tobacco.
- To ensure we facilitate access and target smokers, our product is sold in tobacconists and other locations where smokers purchase their tobacco
- By the summer of 2015, we will market products without nicotine, as well as with minimum levels of nicotine, allowing people who vape to reduce their nicotine intake if they so wish.