CECILIA KINDSTRAND-ISAKSSON, SWEDEN Cecilia Kindstrand is Director of Public Affairs for Swedish Match, a company with tobacco harm reduction at the core of its business. The company divested its cigarette business in 1999 and is now offering products that are recognized as safer alternatives to cigarettes. She is based in Brussels and has worked extensively with the EU regulatory matters, especially the TPD 2014/40 a legislation banning the ‘proof of concept’ of tobacco harm reduction in 26 of the 27 Member States.