GINN: Misperceptions Blocking Harm Reduction Progress

The Global Initiative for Nicotine Normalisation (GINN) has issued a strong warning that widespread misperceptions about nicotine are undermining progress in tobacco harm reduction worldwide.

According to GINN, nicotine continues to be stigmatised as if it were the root cause of smoking-related disease, despite evidence showing that the greatest harms come from combustion rather than nicotine itself. This ongoing confusion, the group argues, is holding back the adoption of safer alternatives such as nicotine pouches, e-cigarettes, and heated tobacco products.

GINN highlighted that even in regions where harm reduction is gaining traction, negative messaging around nicotine creates barriers for smokers seeking to switch to lower risk products. The group points to persistent public health campaigns that portray nicotine as inherently dangerous, a narrative they say discourages innovation and consumer confidence.

The organisation further emphasised that the success of countries like Sweden, which has driven smoking rates to record lows through widespread adoption of smokeless alternatives, proves that tackling misperceptions is central to future progress. By contrast, prohibitionist policies and nicotine misinformation risk driving consumers back towards combustible cigarettes or into illicit markets.

GINN called for a renewed focus on education, transparency, and scientific evidence in global policy discussions. With COP11 on the horizon, they argue that amplifying accurate information about nicotine and harm reduction could play a decisive role in shaping future regulatory frameworks.

GINN’s commentary underlines how misinformation and stigma continue to shape the global debate around nicotine. Unless addressed, they warn that these misconceptions could stall harm reduction efforts at a time when millions of smokers need safer options.

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