A report in The Sunday Times, that British American Tobacco is about to launch a cigarette that would cut the risk of cancer and heart disease by up to 90%, was denied by the BAT’s spokeswoman. Instead, she said that BAT is working on developing a reduced-risk product. Their idea is to develop safer cigarettes by using different filters or ingredients to reduce the amount of harmful substances that reach the lungs.

Emily Brand also said that there is no such product that can cut risks by 90% but that they are trying out a non-smoked wad of chewing tobacco that is stuffed under a lip and has the potential of reducing the risk of heart and lung disease.

No matter the line of work they do, British American Tobacco advocates quitting smoking.