Mr Matthias PIO

Matthias Pio is a seasoned corporate and regulatory affairs professional associated with British American Tobacco (BAT), one of the world’s leading consumer goods companies with a strategic focus on transitioning to a smokeless business model by 2035. With over a decade of experience at BAT, Matthias has held various positions across France, the European Union, and currently serves as the Head of Corporate & Regulatory Affairs for the Benelux region. His role is centered around advocacy, stakeholder engagement, and policy dialogue, especially in the highly scrutinized nicotine industry. Matthias helps bridge the gap between responsible innovation and regulation by promoting transparent engagement and clear communication to support societal shifts toward reduced-risk nicotine products and sustainable technological solutions. He is based in Brussels and has been involved in institutional relations and communication for BAT in France as well

Matthias Pio’s lobbying activities for British American Tobacco (BAT) are part of a broader strategic aim by BAT to create “A Better Tomorrow™” by promoting reduced-risk nicotine products and transitioning smokers from combustible cigarettes to smokeless alternatives by 2035. As BAT’s Head of Corporate & Regulatory Affairs for the Benelux region, Matthias’s lobbying efforts are aligned with BAT’s core business interests, including influencing tobacco-related regulations, taxation policies, and intellectual property protections in the European Union. His firm representation seeks to ensure that legislative and regulatory frameworks sustain innovation while maintaining compliance with public health goals.

BAT’s lobbying scope under Matthias’s representation involves extensive engagement on EU tobacco regulatory files like the Tobacco Products Directive (Directive 2014/40/EU), Tobacco Advertising Directive (Directive 2003/33/EC), excise duty structures on tobacco products (Directive 2011/64/EU), and the Union Customs Code. Matthias’s true and strategic intention appears to center around advocating for balanced regulation that allows BAT to market potentially reduced-harm products under rigorous oversight without overly restrictive bans or tax burdens that could impede market access or innovation. His efforts also strive to shape EU policies to prevent illicit trade and counterfeiting, which affect BAT’s market share.

British American Tobacco, under Matthias’s influence, also participates in multiple sectors related to tobacco products including corporate social responsibility initiatives, circular economy approaches, and intellectual property rights safeguarding. The lobbying by Matthias and his firm is not only about defending existing products but actively promoting the technological and market transition towards next-generation nicotine delivery systems. This reflects a lobbying intent to maintain and grow BAT’s business sustainability within evolving political and regulatory environments in Europe, protecting their strategic interests while ostensibly aligning with long-term public health objectives

Matthias Pio’s lobbying activities for BAT involve extensive engagement with policymakers and European institutions. According to the EU Transparency Register, Matthias is one of several BAT lobbyists accredited at the European Parliament with open access to engage on policy issues relevant to BAT’s interests. BAT spends annually between €3.5 million and €4 million on lobbying activities in Europe, supporting staff, administrative costs, consultancy fees, and representation expenses which Matthias coordinates or participates in as part of his role.

Notable lobbying events include high-level meetings involving Matthias and his colleagues with European Commissioners, cabinets, and directorates-general. For example:

On 30 March 2017, BAT representatives including Matthias attended a meeting with the Director-General of DG Taxation and Customs Union to discuss the revision of the European tobacco excise directive, a key regulation shaping taxation on tobacco products affecting BAT’s profit margins and competitive positioning.
On 1 October 2018 in Brussels, Matthias engaged with the Cabinet of Vice-President Johannes Hahn to discuss the economic climate and business environment in Kosovo, which could relate to BAT’s market strategies or supply chain interests in the region.

These meetings underpin BAT’s influence in modifying, delaying, or shaping regulatory and fiscal policies to be business-friendly while addressing government concerns on tobacco control. Matthias’s role in these dialogues helps BAT position its smokeless product lines as innovative alternatives deserving regulatory flexibility.

Moreover, Matthias’s communications and stakeholder engagement efforts promote BAT’s narratives on reduced-risk products and sustainability in the tobacco sector, seeking to shift public and political perception and build alliances within the EU policymaking landscape. His outreach includes working within industry associations and networks such as Tobacco Europe, AmCham EU, and the Nordic Nicotine Pouch Alliance to amplify BAT’s lobbying voice.

Overall, Matthias’s lobbying activities exemplify a coordinated strategy of direct institutional engagement, policy monitoring, networking, and advocacy designed to safeguard and advance BAT’s commercial and regulatory interests across the European Unio

Headquarters Address (UK): Globe House, Temple Place, 4 London WC2R 2PG, United Kingdom
EU Office: Aarlenstraat 80 Rue d’Arlon, Brussels 1050, Belgium
LinkedIn Profile: Matthias Pio – Head of Corporate Affairs – BAT Benelux (Brussels Metropolitan Area)
Website: British American Tobacco official site (bat.com)
Social Media: BAT’s corporate social media accounts generally represent Matthias’s professional presence; individual profiles publicly available limited to LinkedIn.
Phone and direct email contacts are not publicly disclosed due to privacy and GDPR policies