Jonathan Fell has followed developments in the tobacco and nicotine industries for 30 years. He began his career as an equity research analyst covering tobacco and other consumer industries at Merrill Lynch, Morgan Stanley and Deutsche Bank, and from 2013 to 2022 he was a founder and portfolio manager at Ash Park, an investment manager focused on investments in the fast-moving consumer goods industry. Jon now spends his time as a consultant in the tobacco and nicotine spheres and working in the not-for-profit sector, including chairing a London livery company charity, helping to run a Scout group, and serving as a director at Article 36, a UK-based organisation working to promote public scrutiny over the development and use of weapons.

Asanda Gcoyi is a prominent advocate for the adoption of harm reduction strategies in nicotine consumption in South Africa. As the Chief Executive Officer of the Vapour Products Association of South Africa (VPASA), she has championed evidence-based regulations that balance public health priorities with consumer choice. Recently, Gcoyi played a leading role in negotiations about South Africa’s efforts to amend the Tobacco Products Control Act (83) 1993 in South Africa’s National Economic Development and Labour Council (NEDLAC), which is a statutory body established in terms of the NEDLAC Act (35) 1994. With over 18 years of diverse industry experience, Gcoyi is a dynamic business leader with a strong leadership and public policy advocacy background. She holds an MBA from Peking University in Beijing and a postgraduate degree in media studies. In addition to her role at VPASA, Gcoyi serves on several influential boards, including the Advertising Regulatory Board of South Africa.

Sam Tam is a leading advocate for balanced, evidence-based vaping regulations in Canada. As President of the Canadian Vaping Association (CVA), he is committed to ensuring adult smokers have access to safer, affordable alternatives to combustible cigarettes while preventing policies that inadvertently fuel the illicit market. Sam works closely with federal and provincial policymakers, providing expert insights to strengthen enforcement, compliance, and illicit trade prevention. His advocacy focuses on harm reduction, emphasizing vaping’s role in helping smokers transition away from cigarettes without overregulation that could drive consumers toward unregulated products. Recognized as a subject matter expert, Sam has collaborated with the Public Health Agency of Canada (PHAC), contributing policy recommendations for the Cannabis Act review. He also serves on the Standards Technical Panel for UL 8139 (vaping safety standards). Sam’s work underscores the importance of fact-based policymaking to reduce smoking rates while combating the illicit market.

Deborah joined Imperial Brands plc as Chief Corporate Affairs Officer in June 2024. Deborah is an experienced Corporate Affairs Director drawing upon over 20 years of international experience in sectors including FMCG, energy, technology, retail and e-commerce. Deborah has previously worked at Shell, Centrica, National Grid, Alibaba Group, eBay and Puma Energy.