The 12th edition of the Global Forum on Nicotine (GFN) 2025, recently held in Warsaw, Poland brought together voices from around the world under the banner of ‘Challenging perceptions: effective communication for tobacco harm reduction’. The conference saw a variety of keynotes, panel discussions, workshops and events, unpacked the growing disconnect between science and what the public and in certain cases policy makers believe about nicotine and harm reduction.
From the start of the event, the tone was set, emphasising the growing need to counter misinformation. Paddy Costall, Co-Founder of the GFN, opened proceedings with a candid critique of how misinformation continues to cloud what is, at its core, a public health conversation. He urged delegates to double down on effective, accurate and accessible communication, that reflects the benefits of safer nicotine products, rather than letting ideological which drown out evidence.
A recurring theme across the many sessions, was the continuous mischaracterisation of nicotine. Leading consumer advocates like Maria Papaioannoy‑Duic from Canada and Dr Konstantinos Farsalinos from Greece addressed the persistent challenge: “many people, including clinicians still conflate risks of nicotine with those of smoking.” Presenters debated that re-educating the public and health professionals about the role nicotine plays in harm reduction, is now more crucial than ever. Accurate distinctions between nicotine and combustion, could lead to greater health gains.
There were many scientific discussions based on the performance of oral nicotine products, especially in terms of toxicological profiles and user uptake. Dr. Chris Junker of British American Tobacco showcased data on the significantly reduced exposure nicotine pouches deliver – over 99% reduction in exposure to harmful toxicants compared to cigarette smoke. He highlighted evidence from Sweeden, the country with the lowest smoking prevalence in the European Union at 5.4%, despite similar tobacco use per capita to the EU average, and noted that thoughtfully regulated smokeless alternatives have been effective in shifting entire populations away from smoking.
The conversation about regulating these smokeless products was particularly timely as concerns were raised about the gaps in local vaping legislation. As per a report titled ‘Addressing New and Emerging Products’ published by the WHO in 2023, 62 countries still lack basic regulatory frameworks. The World Health Organisation’s (WHO) recent call for stringent control on vapes, was both echoed and critiqued. Many agreed on the importance of underage access prevention, while some also warned that over restriction could end up limiting access for adult smokers seeking alternatives to completely switch, which in turn would undercut harm reduction efforts. The debate around balance and proportionality remained a theme throughout the conference.
Consumer voices and grass roots advocacy was also spotlighted. There were several sessions that highlighted the importance of bringing real experiences into policy discussions. In countries such as Canada, studies have shown that large majority of smokers are unaware of the relative safety of vaping versus smoking. Both activists and advocates called for the empowerment of communitas to lead the conversation, especially where narratives are slow to evolve.
Awareness and education for health professionals was another area that was focussed on. Australian General Practitioner and Tobacco Harm educator Dr. Carolyn Beumont`, addressed the need to equip medical professionals and healthcare works with accurate information about the range of nicotine alternatives available. This information is of paramount importances as without it, many smokers who are not ready or able to switch, are left with limited and ineffective options. Several speakers urged a more inclusive approach, that recognises nicotine maintenance as a genuine path away from harm.
The GFN 2025, delivered a compelling call to action, essentially stating the science alone is not enough. To achieve meaningful public health outcomes, messages must be evidence based, clear, consistent and credible. Whether it be through regulation, advocacy, education or innovation, GFN 2025, reinforced that the future of tobacco harm reduction doesn’t only revolve around what we know, but how we communicate it.