A new wave of tobacco products is rapidly gaining traction worldwide, but questions about their impact on health remain unanswered. Heated tobacco products, such as IQOS, Ploom, and glo, are being marketed as less harmful alternatives to traditional cigarettes. Unlike conventional cigarettes that burn tobacco, these devices heat it to produce a vapour rather than smoke.Ben Taylor, an IT consultant and longtime smoker, was intrigued by IQOS, a pen-shaped electronic device developed by Philip Morris International (PMI). After struggling to switch to vaping, he found that heated tobacco products provided a closer experience to smoking without the unpleasant aftertaste of vaping. Taylor reported that his chronic cough vanished after switching, yet he remains uncertain about the potential long-term health effects.Despite industry claims of reduced harm, health experts caution against accepting these products as safe alternatives. Epidemiologist Silvano Gallus, who has been monitoring the spread of heated tobacco in Italy, warns that they are often marketed to young adults through celebrity endorsements and influencer campaigns. PMI, Japan Tobacco International (JTI), and British American Tobacco (BAT) maintain that they target adult smokers, but concerns persist that heated tobacco products may serve as a gateway to smoking for non-smokers, particularly youth.Research funded by tobacco companies suggests that heated tobacco emits fewer harmful compounds than cigarette smoke, yet independent studies reveal that these products still release dangerous toxins. For instance, chemical engineer Efthimios Zervas found that while some toxins were reduced, others, such as carbonyl methylglyoxal, were present in higher concentrations. Moreover, a 2024 study in Italy found that non-smokers who started using heated tobacco were 5.8 times more likely to transition to smoking cigarettes within six months.Public health organisations, including the World Health Organisation (WHO), have expressed concerns about the potential for dual use, where smokers use both cigarettes and heated tobacco products. WHO also noted that heated tobacco products are marketed as cost-effective alternatives, potentially undermining efforts to reduce tobacco use.As heated tobacco devices return to the US market in 2025, experts emphasise the need for robust, independent research to assess long-term health effects. Until then, they advise consumers to remain cautious and consider quitting tobacco use entirely.