• ENDS industry made remarkable progress switching millions of adult smokers to potentially reduced-risk products
• Despite all the challenges and mainly what Middle Eastern markets are facing, such as harsh fiscal, non-balanced regulation, illicit rage, and others, the ENDS industry is growing
• A key issue we are facing today, beyond switching adult smokers, is targeting the WRONG group of consumers, such as non-smokers, ex-smokers, and minors, who are being attracted to many wrong innovations.
• Industry needs to work together to find a solution to protect the WRONG group of consumers from accessing the category by exploring innovations and programs to protect the WRONG group of consumers from getting attracted to these products and making it difficult to have access to such products
