Saudi Arabia is redefining its fight against tobacco addiction with an ambitious health initiative that’s drawing international recognition. Backed by the Public Investment Fund (PIF), the Kingdom’s homegrown cessation company Badael is leading the national effort to help one million smokers quit a target it now expects to reach six years earlier than planned.
Badael, established in 2023, has quickly become a flagship of Saudi Arabia’s health innovation movement. Its pioneering product, DZRT the first Saudi-made, tobacco-free nicotine pouch was designed to help smokers’ transition away from cigarettes safely and effectively. In less than two years, nearly 400,000 smokers have already shifted away from tobacco, and 140,000 have reportedly quit nicotine altogether. Such rapid progress is unprecedented for an initiative this young.
What makes this success possible is the Kingdom’s evolving philosophy toward public health under Vision 2030. Rather than relying on punitive restrictions, Saudi Arabia has chosen a harm-reduction model an approach that prioritizes science-based alternatives over prohibition. This shift aligns with the Quality of Life Program, which emphasizes preventive care, accessible modern health solutions, and long-term well-being.
Nicotine pouches like DZRT reflect this philosophy clearly. As smoke-free, tobacco-free products with no combustion, they eliminate most of the toxic substances associated with lung cancer, cardiovascular disease, and stroke. Research from Europe and the Middle East consistently shows that when properly regulated, these pouches are significantly less harmful than traditional cigarettes, offering smokers a viable step-down pathway.
Early signs of impact are already visible across the country. Hospitals have begun reporting declines in smoking-related illnesses, and public acceptance of smoke-free alternatives continues to grow. This behavioral shift signals a broader cultural openness toward scientifically grounded reforms an attitude that mirrors Saudi Arabia’s broader modernization momentum.
Public engagement has also played a crucial role. Earlier this year, Badael marked its first anniversary with the nationwide “Let’s Clear the Air” campaign, encouraging citizens, companies, and institutions to actively participate in reducing smoking rates. The campaign reinforced a central idea: building a healthier society is a shared responsibility.
The contrast with countries still heavily burdened by tobacco consumption such as Bangladesh is stark. In Bangladesh, over 35% of adults use some form of tobacco, contributing to nearly 160,000 deaths annually. Despite taxation and awareness efforts, the prevalence remains deeply entrenched. Saudi Arabia’s experience shows that when innovation, regulation, and public awareness move together, even deeply rooted habits can be transformed.
By combining strategic investment with a compassionate approach to addiction, Saudi Arabia is setting a regional benchmark for harm reduction. Its progress with Badael demonstrates how thoughtful policy, modern technology, and active civic engagement can converge to drive one of the most promising anti-tobacco movements in the Middle East.