In this interview, Alexandre Ghanem, Cluster Head of Middle East & North Africa (MENA) at BAT, discusses the significance of the new rules, how they align with global harm reduction efforts, and BAT’s plans to launch a new portfolio in the UAE.

What are BAT’s plans for the UAE with this new regulatory framework in mind?

The UAE’s decision to issue regulatory requirements for tobacco-free oral nicotine pouches aligns with BAT’s transformation and our vision of creating ‘A Better Tomorrow’—a smokeless world driven by reducing the health impact of our business.

Tobacco Harm Reduction (THR) as a policy encourages adult consumers who would otherwise continue to smoke to switch to lower-risk alternatives. Adult smokers and nicotine users in the UAE are progressive and open to innovative products. The UAE standard now provides access to high-quality alternatives, which is why BAT plans to introduce a new portfolio of tobacco-free oral nicotine pouches under the VELO brand in the market, in line with our THR ambitions.

How significant is regulating tobacco-free oral nicotine pouches to harm reduction in the UAE?

The UAE continues to lead in regulatory innovation. The Ministry of Industry and Advanced Technology’s (MoIAT) decision to issue a technical standard for tobacco-free oral nicotine pouches reflects a strong commitment to public health and quality control.

It is widely accepted that most harm from smoking comes from inhaling the smoke produced by burning tobacco—not from nicotine itself. Tobacco-free oral nicotine pouches, being smokeless and tobacco-free, present a reduced-risk profile when compared to combustible products, assuming a complete switch from smoking.

How effective has the launch of BAT’s tobacco-free nicotine pouches been elsewhere? Can that success be replicated in the UAE?

Our tobacco-free nicotine pouches are currently available in over 40 countries, with 7.4 million adult consumers globally. VELO products are developed under rigorous stewardship and have been shown to contain 90–99 per cent fewer toxic chemicals compared to cigarette smoke.

The broader category of oral nicotine pouches has contributed significantly to global public health by reducing smoking rates. Sweden is a notable example, where oral nicotine has largely replaced smoking over the past 70 years, resulting in the lowest smoking rate and lung cancer mortality rate in Europe—29.1 deaths per 100,000 compared to the EU average of 66.7 (2020 data).

As of 2024, Sweden’s smoking rate stands at 5.3 per cent, positioning it to achieve the WHO’s ‘smoke-free’ status and putting the country 15 years ahead of the EU’s 2040 target.

Where do tobacco-free oral nicotine pouches fall on the risk continuum compared to cigarettes?

Leading health bodies, including the US FDA, acknowledge that the main causes of smoking-related diseases are the harmful chemicals in tobacco smoke—not nicotine itself.

In 2008, the WHO identified nine key toxicants in cigarette smoke. In VELO products, these are reduced by more than 99 per cent. While smokers may be addicted to nicotine, nicotine itself is not classified as a carcinogen. The Royal College of Physicians in London reinforces this, noting that the real danger lies in the smoke.

If nicotine can be delivered in an effective and acceptable smokeless form, such as oral pouches, most—if not all—of the harm from smoking could potentially be avoided.

Qi, a leading player in Iraq’s fintech sector, has unveiled its groundbreaking third-generation app, SuperQi, in collaboration with Ant International.

Powered by Alipay+ Wallet Tech solutions, SuperQi integrates a digital lifestyle super app with a fully functional digital bank, bringing a new era of financial inclusion and digital services to Iraq.

Since its launch in July 2024, SuperQi has seamlessly fused Western digital banking models with the best practices from Asia’s leading super apps.

Bahaa Abdulhussein, chairman of Qi, said “At Qi, our vision is to build a cashless Iraq by bringing financial services to every corner of our society. SuperQi is a testament to this commitment, simplifying financial transactions and fostering greater inclusivity for all Iraqis.

He added: “Our collaboration with Ant International is not just about advancing digital finance; it represents a transformative leap towards creating a broader digital ecosystem that addresses the needs of the unbanked population.”

Available in Arabic, English, and Kurdish, SuperQi aims to serve millions of Iraqis, offering a comprehensive suite of services that include scan-to-pay, money transfers, bill payments, loans, instalments, mobile recharge, shopping, travel and other payment solutions.

SuperQi also supports Iraq’s expanding financial infrastructure, with over 20,000 point-of-sale merchants and 10,000 cash-out agents.

The app’s accessibility is designed to meet the evolving financial and lifestyle needs of users, targeting over 30 per cent of Iraq’s population by 2026.

Qi has already made significant strides in improving financial inclusion in Iraq. The rate of banked individuals in the country has surged from a mere 5 per cent to nearly 50 per cent in recent years.

By enabling access to banking services through SuperQi, the fintech company aims to further accelerate this shift towards a cashless society.

“With SuperQi, we empower millions of Iraqis with accessible, efficient, and secure solutions, paving the way for a more interconnected, inclusive, and technologically advanced nation,” said Abdulhussein.

Qi focused on an ambitious expansion plan with the launch

With over 11 million cardholders and five million mobile app users, Qi plans to reach over 15 million app users within the next three years.

This is in line with its mission to reshape the way financial transactions occur in Iraq, offering unparalleled convenience for users to take control of their finances.

SuperQi’s impact goes beyond individual users — it is designed to create a thriving ecosystem for businesses as well. The app offers secure and flexible payment solutions, enabling businesses to connect with customers in new, innovative ways.

“The launch of SuperQi is a milestone in Iraq’s journey towards a cashless society,” said Ali Muneam, CEO of Qi. “By bridging the gap for millions who still rely on cash transactions, SuperQi is not just a financial solution, but a key step in modernising our nation’s economy.”

Luay Al Obaidi, chief product officer of SuperQi, emphasised the app’s broad appeal: “SuperQi represents a paradigm shift in how we address the lifestyle and daily needs of our diverse customer base. We invite businesses across Iraq to leverage SuperQi as a platform to deliver their services seamlessly and effectively.”

The app’s integrated features offer everything from digital banking to e-commerce, solidifying its place as a central platform for Iraq’s digital future.

Qi’s collaboration with Ant International has enabled the launch of a powerful financial ecosystem, one that stands poised to unlock new economic opportunities in Iraq’s growing digital landscape.

Committed to a cashless, digital-forward future

From its inception in 2007 to the launch of SuperQi, Qi has been a torchbearer for innovation, leadership, and sustainability. SuperQi signifies a monumental shift in Qi’s vision for fintech’s role in everyday financial management, after being rewarded as the Best Credit Solutions Provider in Iraq, offering a lifestyle super-app providing its users seamless experience all day, every day, for all their payments.

This reflects Qi’s commitment to a bold, cashless, digital-forward future, in line with the visionary goals set by Bahaa Abdulhussein.

Britain’s air traffic controllers reported a technical issue that disrupted flights at major airports in London and elsewhere in the country on Wednesday, though later said the issue had been resolved.

“Our engineers have now restored the system that was affected this afternoon. We are in the process of resuming normal operations in the London area,” NATS, the country’s air traffic control provider, said in a post on X.

Heathrow Airport said all departures had been paused, and Gatwick Airport said the issue had affected all outbound flights across the UK.

“There are currently no departures from London Gatwick while the situation is being resolved,” it said in a statement on X.

London City Airport also posted on X that flights there were affected by the same issue.

Edinburgh Airport also said departures were currently being held awaiting further information from NATS.

In August 2023, flights across Britain were disrupted after the automatic processing of flight plans malfunctioned.

Britain’s aviation regulator last year said NATS needed to review its contingency plans for outages after the meltdown, after airline bosses said it cost them over 100 million pounds ($133 million) in refunds and compensation.

Yango Group has officially introduced Yasmina, a bilingual human-like AI assistant, to the Omani market. Fluent in both Arabic and English, Yasmina is integrated into Yango’s range of smart speakers — Midi, Mini, and Lite, offering users a natural, intelligent voice interaction experience.

The assistant’s conversational abilities are powered by an upgraded large language model, a key part of YangoAI, the company’s advanced artificial intelligence platform designed specifically for the GCC region.

Localised features that reflect Omani culture

Unlike conventional AI assistants, Yasmina provides features uniquely tailored to the needs of Omani users. Beyond common functionalities such as music streaming and smart home control, Yasmina offers localised content including accurate prayer times for Muscat, traditional recipe recommendations like the beloved Omani Shuwa, and helpful tips for planning family trips to regional landmarks such as Wadi Shab.

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Faith-based functions are a core part of Yasmina’s offerings. Users can listen to Surahs, set Adhans, and receive precise dates based on the Hijri calendar, supporting cultural and religious practices with convenience and respect.

Enhancing education and language skills

Yasmina is designed to foster curiosity and learning for all ages. It simplifies complex topics, supports language development, and provides interactive storytelling, making it a valuable tool not just at home but also in classrooms and on the move. Its bilingual capabilities enable seamless translation between Arabic and English, which benefits bilingual users, language learners, educators, and content creators alike.

Islam Abdul Karim, Regional Head of Yango Group Middle East, emphasized the transformative role of AI in everyday life:
“AI technology is transforming how people live, learn, and connect, and we believe it should be accessible to everyone, everywhere. The Sultanate of Oman has shown strong momentum in embracing AI as a key part of its national digital strategy. We are proud that our ecosystem is expanding with increasingly advanced services designed to enhance the lives of Omani citizens. Through Yasmina and our broader portfolio, we remain committed to delivering innovative solutions that support Oman’s vision for technological sovereignty.”

Echoing this sentiment, the ITHCA Group, the technology investment arm of the Oman Investment Authority (OIA), praised Yango Group’s contribution to the country’s digital ecosystem. “The Yasmina smart speakers will help families, students, and individuals discover the capabilities of AI in ways that feel familiar and practical. We believe that such innovations are well aligned with the objectives of Oman Vision 2040,” the group said.

Step forward in regional digital innovation

The introduction of Yasmina in Oman underscores Yango Group’s dedication to advancing digital innovation across the Gulf region. By bridging cutting-edge AI technologies with local culture and user needs, Yango Group continues its mission to connect communities with tools that enhance everyday living.

Yasmina-enabled smart speakers, Midi, Mini, and Lite, are now available for purchase at various retail and online outlets throughout Oman. To access the full suite of Yasmina’s features, users are required to have an active Yango Play subscription. This AI-powered entertainment super app is currently available across multiple GCC countries and may involve fees and specific terms.

GMG, the global well-being and retail conglomerate, has announced a strategic partnership with Amazon to transform the online shopping landscape across the Middle East and North Africa (MENA). The collaboration aims to provide customers with competitive prices, curated deals, and seamless access to a wide range of products spanning GMG’s key segments, including Sports, Health & Beauty, and Everyday Goods.

Through the agreement, GMG and Amazon will enhance delivery speeds for high-demand products in grocery, wellness, and lifestyle categories. Shoppers across the region will gain wider access to trusted international and homegrown brands from GMG’s portfolio, all through Amazon’s well-established ecommerce platform.

The move aligns with GMG’s omnichannel vision, which merges its expansive brick-and-mortar presence with advanced digital capabilities. By leveraging Amazon’s strengths in Artificial Intelligence, customer service innovation, and logistics infrastructure, GMG will further scale its ecommerce operations and elevate the digital customer journey.

“This partnership with Amazon represents a pivotal chapter in our digital commerce strategy. As consumer behaviours evolve, we are committed to delivering exceptional experiences driven by technology, speed, and relevance. With the Middle East’s ecommerce market projected to reach $50bn by 2025, this collaboration is timely and strategic. Together, we will establish an unparalleled ecommerce experience that embodies the dynamism and ambition of the retail sector in the Middle East,” said Mohammad A. Baker, deputy chairman and CEO of GMG.

Ronaldo Mouchawar, vice president, Amazon Middle East, Africa, and Turkey, added: “Driven by our customer obsession and long-term thinking, we are proud to collaborate with GMG, a partner who shares our innovative spirit. By combining Amazon’s online retail expertise with GMG’s diverse portfolio, we are making it easier for customers across the region to access the brands and products they love. Together with GMG, we look forward to delighting millions of customers across MENA with this exciting new offering.”

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With Amazon continuing to expand its product selection and offer services such as same-day delivery, the partnership is poised to set new benchmarks for ecommerce performance in the region. For GMG, the collaboration reinforces its commitment to tech-led retail innovation while accelerating customer reach.

GMG’s retail divisions have seen significant expansion in recent years. GMG Sports operates over 650 stores and represents more than 90 brands, including several proprietary concepts. Its Everyday Goods division runs over 60 stores and manages 10 in-house brands. Meanwhile, GMG Health & Beauty oversees more than 105 stores with four proprietary wellness brands and a selection of globally recognised products.

Customers in the UAE, Saudi Arabia, and Egypt will begin seeing GMG’s product range become available on Amazon.ae, Amazon.sa, and Amazon.eg in the coming months as the rollout begins in phases. This marks the next step in delivering an ecommerce ecosystem that blends scale, convenience, and quality—reflecting the evolving expectations of digitally savvy consumers across the MENA region.