Ben Taylor, a longtime smoker and IT consultant, turned to heated tobacco in 2025 after finding e-cigarettes unsatisfying. He had started smoking at 13 and continued for nearly three decades. Vaping never felt like smoking to him, and he missed the familiar sensation. When he tried a heated tobacco device from Philip Morris International (PMI), he described it as the most authentic alternative yet. Unlike cigarettes, the device heats tobacco without burning it, producing vapor instead of smoke. Taylor said his chronic cough disappeared—but medical experts remain concerned.
What Is Heated Tobacco and Why It Appeals to Smokers
Heated tobacco products, like PMI’s IQOS, warm tobacco sticks to release nicotine without combustion. Users inhale vapor, not smoke, which many find closer to traditional smoking than vaping. Devices are sleek, simple to use, and often marketed as cleaner alternatives.
Taylor, who blogs about his experience, prefers heated tobacco to vaping because it feels more real. He also noted the lack of smoke odor, something his family appreciated. According to PMI, more than 22 million people globally now use IQOS, and they plan to shift most of their sales to smoke-free products by 2030.
Tobacco Companies Push Heated Products Worldwide
Heated tobacco is available in more than 60 countries, with Japan and Italy among the biggest markets. In 2025, PMI relaunched IQOS in the United States, starting in Austin, Texas. Other brands include “glo” from British American Tobacco and “Ploom” by Japan Tobacco International.
These companies invest in luxury branding and social media marketing. Past campaigns have featured celebrities, DJs, and high-end events. Critics say this marketing style targets young people, even if not openly stated.
Medical Experts Warn of Unknown Long-Term Effects
Doctors and researchers are cautious. While heated tobacco may reduce exposure to some harmful chemicals, it is not risk-free. Studies show that these products still emit toxic substances. The World Health Organization (WHO) warns that long-term health impacts remain unclear due to limited research.
Swiss scientists found that heated tobacco produces harmful compounds through partial burning, not just heating. These emissions may still damage lungs. Efthimios Zervas, a researcher in Athens, found ultra-fine particles in the vapor that can penetrate deep into the respiratory system.
Concerns About Youth and Non-Smoker Use
Some experts worry heated tobacco may attract young users or non-smokers. A 2024 study in Italy showed non-smokers who tried heated tobacco were six times more likely to start smoking.
Silvano Gallus, an Italian epidemiologist, said these products often show up at events targeting youth, such as music festivals and fashion shows. Despite internal guidelines, PMI once allowed a 21-year-old influencer to promote IQOS, later admitting it violated company rules.
Public Health Advocates Call for Regulation
Global health groups like the WHO and the Campaign for Tobacco-Free Kids urge tighter control over heated tobacco. A 2023 report showed that pricing strategies often make these products cheaper than cigarettes, which undermines tobacco taxes and public health efforts.
The University of Bath’s Tobacco Control Research Group criticized industry studies for being biased. Independent reviews show that most users don’t quit smoking but instead use both cigarettes and heated products. This “dual use” reduces potential health gains and may increase overall harm.
The Debate Over Harm Reduction vs. Public Safety
Tobacco companies argue heated products reduce harm for adult smokers. But researchers say better data is needed to back those claims. PMI, British American Tobacco, and Japan Tobacco International agree the products are not risk-free, but they say they’re a step toward less harmful choices.
Critics argue that these products confuse public messaging and may encourage continued nicotine use. With multiple nicotine options like vapes and pouches now available, tracking health effects becomes more difficult.
Heated tobacco may offer some smokers an alternative to cigarettes, but its safety and impact remain debated. Experts urge strict regulation, transparent studies, and clear warnings. As the market grows—especially in the U.S.—the public must stay informed.