Emarat and British American Tobacco join forces

To be launched in March, the initiative is being developed in partnership with British American Tobacco, the world's most international tobacco company.

"Like our partners at British American Tobacco, we passionately believe that children should not smoke," explained Ahmed Al Kamdah, General Manager, Emarat. . "Smoking is an informed adult choice and we are confident that our support for this initiative will help reduce underage smoking."

All Emarat service station staff will be trained to watch for underage purchase attempts, with any customer who appears to be under 18 required to verify their age with a valid ID that includes a photograph and date of birth. Nothing will be left to chance - if there is any doubt, the sale will be refused. Prominent signage will be placed throughout all Emarat service stations to remind customers of the new policy.

Although Sharjah is the only Emirate to have legislation against the sale of tobacco products to minors, Emarat and British American Tobacco hope their partnership will serve to raise awareness about teenage smoking throughout the UAE.

"We are proud and delighted to be partnering Emarat on this initiative. Preventing children from smoking is a critical issue for British American Tobacco globally, and we are committed to running programmes such as this throughout the Middle East," explained John Daly, Area Director for British American Tobacco Middle East.

Commenting on the absence of minimum age law in parts of the Middle East, Daly said: "British American Tobacco will support any government that wishes to introduce a law prohibiting the sale of tobacco products to minors under the age of 18. Our message is simple and unequivocal: children should not smoke."

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