Our 6 core principles
We believe in the freedom of adults to choose

As much as we value and believe in freedom of choice for adults, we also recognize the importance of making informed decisions. We know we must play our part in ensuring all consumers of tobacco products understand the associated risks when making the decision to smoke, vape, or not.


That’s why we’re as clear and transparent about our positions on smoking and health as possible, and why no matter what we’re doing, we adhere to the six core principles that define our attitude to smoking.

Openness about the risks of smoking

In an era where the risks associated with tobacco are well known, consumers are seeking out increasingly diverse smoking and vaping experiences.

Smoking is a cause of serious disease including lung cancer, coronary heart disease, emphysema and chronic bronchitis. MISAB supports efforts to advise smokers accordingly. Everyone should be appropriately informed about the health risks of smoking.

Transparency about our products

Smokers want to know what it is they are smoking. MISAB provides information about the ingredients it uses in its products on this website. MISAB also provides ingredient information when requested by governments, but asks that its trade secrets are respected and protected.

Youth smoking prevention

Minors should not smoke and should not have access to tobacco products. This belief is central to MISAB’s Code of Conduct and marketing practices, operational policies and the way MISAB does business. MISAB is committed to playing a full role in youth smoking prevention, but ultimate success depends on all elements of society working together.

Reduced-Risk Products

We believe products that do not involve combustion and do not produce tobacco smoke are products with the potential to reduce the risks associated with smoking. We are committed to developing and bringing to market Reduced-Risk Products that meet consumer expectations. We will help adult consumers to make informed choices by providing factual information acquired through scientific assessment about the products they may wish to use.

Accommodation between smokers and non-smokers

Many people have concerns about exposure to environmental tobacco smoke. All smokers should show consideration for those around them, and should not smoke when children are present. MISAB advocates tailored, practical and effective solutions that separate smokers and non-smokers while accommodating the legitimate interests of both. Further to this, we are committed to developing and bringing to market Reduced-Risk Products that also have the potential to reduce the impact of smoking to others.

Respects for local norms and cultures

MISAB is respectful of each country’s culture, norms, legislation and decision-making process. However, MISAB has a right – and an obligation – to express its point of view regarding regulation that affects its products and the tobacco industry. MISAB actively seeks open and transparent dialogue with governmental authorities around the world, and where possible, offers alternative solutions if issue is taken with a government’s proposed course of action.