The organisers of the Global Forum on Nicotine encourage participation from media representatives both onsite and online. We believe your role in communicating information, commentary and analysis of tobacco harm reduction and safer nicotine products is essential. Thanks to high quality, accurate and balanced reporting, public understanding of this subject, which is the source of significant debate and misinformation, will improve. As with all good public health interventions, smoking cessation efforts and tobacco harm reduction are rooted in the provision of high quality information, enabling people to make decisions for themselves.