Erik Persson’s lobbying efforts on behalf of British American Tobacco focus deeply on shaping EU tobacco regulation to favor BAT’s business objectives, particularly the development and acceptance of smokeless nicotine products as alternatives to traditional cigarettes. BAT’s declared strategic aim is to transform into a predominantly smokeless company by 2035, and Persson’s role was pivotal in advancing this vision within EU policymaking circles.
His lobbying firm, effectively BAT’s in-house EU office, targets various critical legislative areas, including:
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Tobacco Products Directive (Directive 2014/40/EU), which regulates manufacture, presentation, and sale of tobacco and related products.
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Tobacco Advertising Directive (Directive 2003/33/EC), addressing restrictions on tobacco advertising.
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Tobacco Excise Directive revisions relating to excise duty structures and rates.
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The Union Customs Code and regulations impacting tobacco product movement and border control.
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Continuous input on WHO Framework Convention on Tobacco Control (FCTC) sessions, where EU positions on global tobacco policy are negotiated.
Persson was the lead for European Parliament relations, coordinating multi-stakeholder advocacy campaigns to align the Parliament’s regulatory approach with BAT’s business interests. He also initiated projects to integrate value chain members and industry organizations, raising awareness and participation in policy discussions. Notably, he developed communications and advocacy frameworks for nicotine pouches, a growing product category at BAT, aiming to ensure sustainable and favorable regulatory treatment at the EU level. These efforts reveal a strategic intention to shift regulatory focus away from cigarettes and facilitate product innovations that open new market opportunities for BAT
