The New Nicotine Alliance UK is committed to improving public health through promoting the use and understanding of risk-reduced nicotine products. To achieve our goals, we recognise the need to engage with the public, vapers and users of other alternative products, current smokers and a range of professionals. We also recognise the benefit of engaging with a range of groups from the public, voluntary and commercial sectors. This policy sets out how we consider these relationships and the process to agree any partnership or sponsorship agreement.

1. Commitment to address ethical issues
We actively seek opportunities to work together with external organisations to achieve shared objectives. However, it is vital that we maintain our independence and do not allow external partnerships to bring the name of NNA into disrepute.

NNA therefore seeks to ensure that the activities of organisations we work with are consistent with our own organisational values. The following principles will be applied in consideration of any partnership or sponsorship arrangement.

1. NNA is not used in a manner that would express or imply endorsement of a specific company, or product.

2. NNA will only accept financial support from, and partnership working with, companies, organisations or individuals on the following conditions:

  • There are grounds for believing it will result in a benefit to improving public health of those people affected by smoking tobacco
  • There is no attempt on the part of the company, organisation or individual to influence NNA policy or actions either explicitly or implicitly
  • That initiatives do not compromise the independent status of NNA

The Trustees have considered the risk of adverse publicity in accepting such support

3. This policy exists to provide clarity and openness to all our stakeholders. It is designed to address sponsorship and partnership agreements with external partners. “Sponsorship” means payment by an external organisation – or individual – in return for public association with an NNA project or the organisation itself. This could be in cash or in kind.

4. Decisions relating to support, sponsorship or partnership will be discussed by NNA trustees and recorded in the minutes of the relevant meetings.

Avoidance Criteria

5. NNA will not accept support that compromises the organisation or its objectives - or undermine our effectiveness in achieving our goals.

Acceptance Criteria

6. When deciding whether to accept a donation, the Trustees have a duty to demonstrate to the Charity Commission that they have acted in the best interest of the charity, and that association with any donor does not compromise NNAs ethical position, harm its reputation or put future funding at risk. NNA will also ensure it complies with all relevant legislation including money laundering rules, the Bribery Act as well as Charity Commission guidance.

NNA therefore would not accept any of the following where the donation:

  • Was known to be associated with criminal sources
  • Would help further a donor’s personal objectives, which conflict with those of NNA
  • Would lead to a likely decline in support for NNA
  • Would otherwise significantly damage our reputation

Cause related marketing, affinity marketing and product endorsements

7. NNA does not endorse or approve specific products or companies, and a statement to this effect will be included alongside any branding or promotion associated with products.

8. NNA will not promote any category of nicotine/ tobacco harm reduction product unless published research has shown direct benefit to our beneficiaries.

9. NNA will not share our databases with third parties.


10. NNA recognises benefits to both partners can be achieved where a charity partner has an input into policy issues of commercial organisations. However, any such engagement will only be undertaken where Trustees agree there is benefit to the objectives of the NNA.


11. All significant sponsorship or other support with a value of more than £1,000 must be approved by the Board of Trustees prior to acceptance.

12. Contracts with partners must permit NNA to withdraw from any partnership where new developments mean that areas of this ethical sponsorship policy become breached.


13. A copy of this policy will be displayed on our website within 3 months of its adoption and reviewed annually.