Chief Executive Tadeu Marroco described the move as accounting catching up with reality. While he did not believe cigarettes would disappear in 30 years, he said it was no longer possible to justify an indefinite value for those brands equating to around $80 billion on BATs balance sheet
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The directive extends to e-cigarettes, restricting tank sizes to no more than 2ml and the nicotine strength of liquids to no more than 20mg/ml, and there must be a 30% health warning on the front and back reading: This product contains nicotine which is a highly addictive substance. The new rules also include a ban on menthol cigarettes from 2020 and promotional statements such as this product is free of additives or is less harmful than other brands
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