Tobacco companies have yet to publish any research showing the health implications of rooibos or other zero-tobacco sticks, Simonavicius added. PMI (PM.N) CEO Jacek Olczak told shareholders that its zero-tobacco sticks could avoid the regulatory scrutiny that tobacco products face. BAT's zero-tobacco sticks are not subject to current EU tobacco rules, the company told Reuters. That means it can sell rooibos sticks in flavours like peppermint and tropical fruit even after a ban on flavoured heated tobacco products is implemented across the bloc later this month. Across the European Union, heated tobacco products must be taxed at a minimum of 20% of the retail price, though national governments can go higher.

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Persons: Erikas Simonavicius, Simonavicius, Philip Morris, Jacek Olczak, Jefferies, Owen Bennett, Bennett, Phil Gorham, Gorham, Fabienne, Morningstar's Gorham, Shabab, Emma Rumney, Matt Scuffham, Kirsten Donovan Organizations: Big Tobacco, British American Tobacco, Union, Tobacco, BAT, Reuters, King's College, King's College London . Tobacco, Philip Morris International, PMI, Rivals Imperial Brands, Japan Tobacco International, Morningstar, EU, Dunhill, Lucky, European Union, University College London . Tobacco, Thomson Locations: Cape, Germany, Greece, King's College London