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“JTI does not market any of its products including heated tobacco products as smoking cessation products,” says a JTI spokesperson. “They are an alternative for smokers looking for products with the potential to reduce the risks associated with smoking.” There are some who question the science that major companies are using to promote heated tobacco … Read more

In 2017, a group of Swiss scientists published a study disputing one of PMI’s central marketing claims, namely that IQOS is smoke-free because of the lack of combustion or burning of the tobacco leaves. Instead, the researchers argue that the emissions from heated tobacco devices should still be considered as “smoke” and should fall under indoor smoking … Read more

But there is concern among public health experts that if young people who have never smoked cigarettes really are drawn to heated tobacco products, it could introduce new groups of people to potentially harmful habits. In 2024, Gallus and a group of fellow tobacco control researchers in Italy published a study based on data from more than … Read more

BAT have also employed similar marketing tactics, paying social media influencers, sponsoring boat parties and organising giveaways at Formula 1 races. So far, heated tobacco products have had limited penetration in the US. While one survey of 40,000 US adults found that 8% were aware of them, only 0.5% had ever used one of the devices. But that … Read more

Having smoked for nearly 30 years since the age of 13, IT consultant and freelance writer Ben Taylor was intrigued by the sound of heated tobacco products. Attempting to switch from cigarettes to vapes hadn’t worked for Taylor. “Vaping liquids always left me wanting,” he posted on his blog. So he decided to try IQOS, a … Read more

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