Heated tobacco products (HTPs) are the tobacco industry’s newest way to keep people addicted to tobacco and attract new users, including young people. Tobacco companies have sought to market HTPs as “reduced-risk” because the companies claim using the products does not involve burning or combustion, and they claim to market these products only to existing smokers. However, the industry has a long history of making false claims about the health risks of its products, most notably in the marketing of “light” and “mild” cigarettes that were no safer than other cigarettes. In addition, HTPs have been marketed around the world in ways that appeal to young people.
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