Panel discussion: Driving change - accelerating harm reduction in the Middle East
This session brings together legal and regulatory experts, public health researchers, industry innovators, and consumer advocates to explore how the Middle East can advance safer nicotine products. Panellists will discuss market trends, the rise of novel nicotine alternatives, evolving regulatory and taxation strategies, enforcement challenges, and regional public health priorities. The session will consider scientific evidence for harm reduction in a regional context and identify concrete steps to improve access to harm-reduction products and accelerate the transition toward a smokefree future in the GCC.
Session Speakers
Mohammad Agrabawi is the Managing Partner of Specter Advisory.
He is a seasoned expert in regulatory affairs, corporate communications, and government relations, with deep knowledge of the political, regulatory, and fiscal landscape of the Middle East. He began his career as a Jordanian diplomat, serving as Assistant to the Chief of Protocol and later as Consul at the Jordanian embassies in Cairo and Abu Dhabi.
Agrabawi subsequently led corporate affairs and communications at Philip Morris International Jordan and the Public Authority for Anti-Smoking, as well as at JUUL Labs MENA and ANDS, shaping policy and market strategies across the region. In each role, he demonstrated a rare ability to navigate complex regulatory environments and align corporate interests with government priorities.
With extensive experience bridging the public and private sectors, Agrabawi is recognized for his leadership and his capacity to operate effectively across the diverse commercial and political environments of the Middle East. He brings to Specter Advisory a deep network of government and industry relationships built over decades of senior-level engagement throughout the region.
Rabia Abro is Area Head of New Categories for APMEA West at British American Tobacco, leading strategy, portfolio development, and commercial growth across multiple markets in the Middle East, Central Asia, and Africa. With nearly 15 years of experience in consumer goods and nicotine categories, she has played a key role in shaping next-generation nicotine product strategies, driving category adoption, and accelerating the transition towards reduced-risk alternatives.
Rabia is responsible for advancing the growth of modern oral nicotine and heated products across a diverse portfolio of markets. With deep expertise in consumer insights, brand strategy, innovation, and category transformation, she is passionate about shaping the future of nicotine through responsible commercialization, consumer-centric solutions, and sustainable business growth.
Manoj researches drinks and tobacco, dairy products and alternatives,
and non-alcoholic drinks for markets in the Middle East. He also writes
content promoting insights and thought leadership discussion.
Manoj advises clients across the GCC on his focus industries, with a special interest in different consumer behaviour patterns across the region's dynamic economic landscape. Manoj has over 14 years of experience in research, having previously worked in B2B regionally in the Middle East and North Africa, and locally, on the client side with Al Ain Dairy supporting in sales reporting and strategic decision-making.
Christopher Russell, Ph.D. is a behavioural scientist and Director of Russell Burnett Research and Consultancy Ltd (RBRC), Glasgow, United Kingdom. Dr Russell leads the design, conduct, and reporting of perception and behavioural research studies of reduced-risk tobaccoand nicotine products, including electronic nicotine delivery systems (ENDS, vaping products), heated tobacco products, and modern oral products (e.g., nicotine pouches, film strips). RBRC’s studies are designed to inform regulatory evaluations of the potential impact of marketing a new tobacco/nicotine product on future tobacco use behaviour and population health.
Miguel Coleta is Senior Director Sustainability Policy and Market Activation at Philip Morris International (PMI), overseeing global policy developments regarding social and environmental performance and reporting, as well as the deployment of the company’s sustainability strategy across affiliates worldwide.
He joined PMI in Portugal in 2005 and since 2008 has been based in the operations center in Lausanne, Switzerland, where he has worked on topics ranging from harm reduction to human rights in the company’s supply chain.
Miguel holds a Ph.D. in Phytochemistry and Pharmacognosy and prior to joining PMI, was a researcher and a guest assistant professor at the Faculty of Pharmacy of the University of Coimbra in Portugal.
Miguel also served one term as an elected member of the Portuguese National Parliament.
Dr. Mohammed Mueen is the Founder & CEO of Haze Vape, leading market development, retail expansion, and strategic partnerships across the Middle East and North Africa (MENA). A pharmacist by education and entrepreneur by passion, he specializes in business strategy, distribution networks, brand growth, and scaling international consumer brands in emerging markets.
With extensive experience in the alternative nicotine industry, Dr. Mueen works at the intersection of innovation, commercial leadership, and responsible market development. He has represented the industry as a speaker at international events, including the Global Vape Forum at World Vape Show Dubai, sharing insights on market trends, harm reduction, and the future of regulated nicotine products.
Passionate about entrepreneurship, artificial intelligence, retail innovation, and global business, he is committed to building sustainable companies, developing high-performing teams, and creating long-term value through strategic partnerships and technology.
