Atakan Erik Befrits is a Turkish/Swedish tobacco harm reduction advocate, policy researcher and harm reduction entrepreneur. Mr Befrits works for the global recognition and adoption of tobacco harm reduction as a vital and crucial tool for better public health and argues that tobacco harm reduction is clearly stipulated as mandatory in the Framework Convention on Tobacco Control. His primary area of advocacy is to internationally provide information on food grade smokeless tobacco (aka snus or snus-analog products) being viable, affordable and 98% harm reduced alternatives to smoking.