These aren't separate battles: one coherent message on TPD3

These aren't separate battles: one coherent message on TPD3

Tom Hirons is an External Affairs Director at JTI. We spoke to him at WNC about why the non-combustible category has to stop defending itself in silos. His answers appear below in his own words.

What is the central challenge for the category?

"If there's one thing that's clear, it's that we aren't going to succeed by defending categories in isolation. Heated tobacco, vapes, pouches, they're not separate battles. The real issue is securing fair, differentiated treatment for all of the non-combustible products and avoiding a slide towards prohibition and its unintended consequences. This first World Nicotine Congress showed what collaboration can look like. So now we need much more of it. TPD3 will set the tone globally for the next decade, and we're only going to be effective if we show up with a coherent message."

What are you taking away from this first WNC?

"I'll take away from the WNC a renewed sense of urgency. It's really clear that the battle to win over politicians and decision makers is one that we can't afford to lose, and it's happening right now."

"Heated tobacco, vapes, pouches, they're not separate battles."

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Tom Hirons leads JTI’s International Affairs Team in advocating for regulations which protect an adult consumer’s freedom to choose nicotine with global institutions and international fora.

Tom joined JTI in 2013, initially to work on UK Government Relations.  Having worked in the UK on TPD2, the launch of early reduced risk products and Brexit, he moved to JTI’s Geneva HQ to lead the Fiscal and Regulatory Strategy Team in 2020.  In that role he supported market teams around the world to build their strategies on tax and regulation for both combustible and reduced risk products.  He became an External Affairs Director in 2023.

Prior to joining JTI Tom worked in the Westminster Parliament. He has a degree in electronic engineering.