Tobacco Asia

12 tobaccoasia Issue 1, 2026 January / February Q&A THE TA Q A By Thomas Schmid Shem Baldeosingh is the director of the Global Institute for Novel Nicotine (GINN), an advocacy platform that since its founding has played a steady role in advancing evi- dence-informed approaches to harm reduc- tion and regulatory development. Drawing on his professional experience across commer- cial strategy, market expansion, and cross-sector engagement, Baldeosingh has contributed to shaping GINN into a collabora- tive forum for manufacturers, regulators, and public-health stakeholders navigating an evolving nicotine landscape. His work cen- ters on promoting clearer standards, encour- aging regional dialogue, and supporting broader access to lower-risk nicotine prod- ucts across Asia and beyond. Tobacco Asia (TA): In which year was GINN institute founded and where; and what was its vision, aims, goals, and objectives? Shem Baldeosingh (SB): GINN was founded in 2024 in the UK as an independent, member‑ ship‑based organization dedicated to advancing innovation, research, and evidence‑led advo‑ cacy for safer nicotine products, especially modern oral formats. Its vision was to build a credible, science‑driven platform that supports harm reduction by helping adult smokers move away from combustibles and vaping through better products, higher standards, and smarter regulation. From day one, GINN has operated with a strict stipulation that no transnational tobacco company – or "Big Tobacco" ‑ may hold membership, influence, or financial links [with us]. This independence underpins GINN's goals of elevating science, promoting responsible innovation, informing regulation, and uniting a transparent coalition committed to reducing smoking‑related harm. TA: Why did you and your co-founders see such a pressing need for establishing GINN in the first place? SB: GINN was established because we saw a gap. There was no global body focused specifically on non‑vaping, non‑combustible nicotine categories that could speak for responsible manufacturers, align standards, and engage regulators construc‑ tively. The aim was to create a forum where science, compliance, and consumer protection were central, rather than an afterthought, in the development of safer nicotine markets TA: What has changed most for GINN between its launch and 2025? Have the goals changed in any way, the mission, the objectives, the vision, or the aims? SB: Between launch and 2025, GINN has grown from a start‑up advocacy initiative into a struc‑ tured business association with formal working relationships across regulators, science partners, and member companies, but its core mission has not changed. What has evolved, though, is the organization's scope. There is now a heavier emphasis on standards, codes of practice, and region‑specific regulatory engagement because the category and its challenges have scaled so quickly. TA: Let's take a quick look at Spain, a very vibrant pouch market within the EU and its highly diverse – if not confusing and complicated - regulatory landscape concerning pouches and nicotine. How is GINN engaging with the Spanish debate? Shem Baldeosingh Director, GINN

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