Heated tobacco products, sometimes branded as 'heat-not-burn' (such as IQOS), are gaining visibility as the latest device in the landscape of smoking alternatives. These devices heat tobacco sticks to release nicotine without burning the tobacco fully—a process that, on the surface, seems to promise fewer health hazards. California regulators, however, have flagged these claims as potentially misleading. According to the California Department of Public Health (CDPH: Heated Tobacco), there is no conclusive evidence that switching to these devices significantly reduces disease risk. Moreover, new adopters are often youth and young adults, drawn in by high-tech marketing, flavored products, and perceptions of lower harm. The U.S. Food and Drug Administration requires premarket authorization for all new tobacco products, including heated tobacco, but ongoing monitoring reveals gaps in enforcement and persistent industry innovation to skirt regulations (BMJ Heated Tobacco Overview). Californians need unbiased, up-to-date information to understand their risks and options.
Heated tobacco devices are sometimes marketed as less harmful alternatives to smoking, but independent research suggests caution is warranted. Unlike e-cigarettes, which vaporize a nicotine liquid, heated tobacco devices warm processed tobacco to release a nicotine-containing aerosol without full combustion. Tobacco companies often tout reduced exposure to certain toxicants; however, according to the World Health Organization (WHO Fact Sheet), these products still deliver harmful and potentially carcinogenic chemicals. A study published in JAMA Internal Medicine found that heated tobacco product users may face elevated cardiovascular and respiratory risks compared to non-users (JAMA Heated Tobacco Study). In California, consumers should be alert to misleading advertising—phrases like “reduced risk” lack independent regulation, and these claims often distort scientific consensus (FDA Tobacco Regulation). California law prohibits sales to minors and requires clear warning labels for all tobacco and nicotine products. For those seeking to quit, evidence-based cessation support remains key, as marketed alternatives can perpetuate nicotine addiction or dual use.
For those motivated to quit, numerous free resources are available. Kick It California offers tailored toolkits and one-on-one coaching for quitting both smoking and new product types like heated tobacco (Quit Smoking Kit). Research confirms that behavioral support and FDA-approved medications multiply quit success rates compared to unaided attempts. Statewide quitlines, school-based programs, and bilingual resources address the needs of diverse communities and are crucial for overcoming addiction cycles. Many Californians are unaware that switching from cigarettes to heated tobacco does not eliminate health risks—comprehensive quitting, not substitution, is the safest choice. Sharing stories from successful quitters, reviewing current quit strategies, and engaging with health professionals are all ways the community can sustain progress. Knowledge, support, and ongoing regulation together pave the way for a tobacco-free future in California.