Both the United Nations (UN) and World Health Organization (WHO) have called for a whole-of-society, whole-of-government approach and multistakeholder action to prevent and control non-communicable disease. Tobacco is a major causative agent in the pathogenesis of these diseases. Recently, there has been a significant increase in industry investment in tobacco harm reduction science and product development. Although a switch from tobacco to safer forms of tobacco and nicotine could potentially transform public health, the short and long term risk and impact remain to be fully characterised. Industry science can meaningfully contribute in this process and be the catalyst for change towards significantly reduced risk tobacco and nicotine products. The following questions will be addressed during the presentation:

• Why has tobacco industry science consistently been ignored by public health?
• How can public and individual health benefit from industry science?
• What is the preferred future for industry-led tobacco harm reduction science?
• What immediate steps need to be taken by industry R&D leaders?