The Global Institute for Novel Nicotine (GINN) is a membership-based association dedicated to advancing innovation, research, and advocacy in the field of novel nicotine products. Founded in 2024, GINN operates as a nonprofit organization headquartered in London, UK. It focuses on supporting the development and adoption of reduced-risk nicotine alternatives, such as nicotine pouches and heated tobacco products, with the goal of creating a safer future for consumers worldwide. Under the able leadership of Director Shem Baldeosingh, who brings over eight years of senior leadership experience in the nicotine field and substantial experience working with Commonwealth and national governments, GINN has positioned itself as a trusted and influential voice in tobacco harm reduction and nicotine innovation.
GINN collaborates with industry leaders, researchers, policymakers, and other stakeholders to address regulatory challenges and promote harm reduction in nicotine consumption. Its mission includes advocating for science-driven regulations that are fair and evidence-based, supporting innovation in novel nicotine products, fostering research and education on harm reduction, and encouraging collaboration across sectors. By building bridges between industry and policymakers, GINN aims to ensure responsible product development and a regulatory environment that balances consumer safety with innovation.
The organization actively participates in European Union-level policy discussions, including contributing to the shaping of tobacco product directives and upcoming revisions to the Tobacco Products Directive (TPD3) and the European Tobacco Directive (TED). As the regulatory landscape becomes more stringent, GINN serves as a platform for its members to engage in dialogue with regulators and to promote risk-proportionate taxation, product-specific regulations, and sustainable innovation. GINN also emphasizes scientific integrity and public health communication based on sound evidence.
With a team of around 51-200 employees, GINN’s membership comprises a broad spectrum of stakeholders involved in the novel nicotine sector, including companies, researchers, and advocacy groups. Notable personnel include Joe Sakr, Chief Marketing and Commercial Officer and Associate Director for MENA, Phil Hudson, Associate Director and industry advocate, and others specializing in brand management, trade marketing, and nicotine expertise.
Through this comprehensive approach, GINN strives to transform the landscape of nicotine consumption toward reduced harm and greater consumer choice while navigating complex regulatory environments in the EU and beyond.
