Saudi Arabia envisions a smoke-free future

The Saudi Arabian government is accelerating one of its most ambitious public health initiatives helping one million citizens quit smoking in record time. Backed by the Public Investment Fund (PIF), the country’s landmark smoking cessation company, Badael, has emerged as the centerpiece of this national mission.

Established in 2023, Badael is leading the effort through its flagship innovation, DZRT, a Saudi-made, tobacco-free nicotine pouch designed to help smokers’ transition away from cigarettes.

In less than two years, Badael has already enabled nearly 400,000 smokers to quit smoking, with an impressive 140,000 reportedly breaking free from nicotine use altogether. This rapid progress reflects Saudi Arabia’s growing commitment to a tobacco-free future one that aligns with the broader objectives of Saudi Vision 2030 and its Quality of Life Program, aimed at improving citizen well-being through sustainable and science-backed reforms.

Unlike traditional tobacco control methods that rely heavily on bans or taxation, Saudi Arabia’s approach is rooted in harm reduction promoting regulated, safer alternatives instead of punishment or prohibition. Products such as DZRT contain no tobacco, no combustion, and no smoke, effectively eliminating most of the harmful chemicals responsible for lung cancer, heart disease, and stroke. Research from Europe and the Middle East increasingly supports nicotine pouches as significantly less harmful than combustible cigarettes when properly regulated and used.

Originally, Badael’s target was to help one million smokers quit by 2032, but the company now expects to achieve this milestone by 2026 six years ahead of schedule. This acceleration showcases how innovation, government support, and evidence-based strategy can intersect to drive public health transformation. Early reports from Saudi hospitals suggest a decline in smoking-related illnesses, coupled with rising acceptance of cessation tools among the public.

Earlier this year, Badael launched its first nationwide campaign, “Let’s Clear the Air,” marking its one-year anniversary. The campaign calls on individuals, businesses, and government agencies to work collectively toward achieving a smoke-free Kingdom reinforcing the idea that tobacco control is a shared societal mission, not just a medical one.

By contrast, Bangladesh continues to battle one of the most severe tobacco crises in Asia, with over 35% of adults using some form of tobacco and an estimated 160,000 deaths each year from related diseases. Despite persistent awareness drives and taxation measures, addiction rates remain high. Saudi Arabia’s model provides a striking example for nations like Bangladesh showing that even societies deeply rooted in tradition can modernize their health strategies without compromising their cultural or moral foundations.

By pairing compassion with innovation, the Kingdom is redefining what public health reform looks like in the 21st century.