Heated Tobacco Products: The EU’s ‘Other’ Nicotine Debate

While much of the EU’s attention is focused on e-cigarettes, another category of reduced-risk nicotine products, Heated Tobacco Products (HTPs), is also navigating a complex regulatory landscape. Brands like IQOS (Philip Morris International) and glo (British American Tobacco) heat specially designed tobacco sticks to release a nicotine-containing aerosol, rather than burning tobacco like traditional cigarettes. The key distinction in the EU is how HTPs are categorized and regulated. Unlike e-cigarettes, HTPs contain tobacco, which often places them under stricter tobacco control laws. The EU has recently moved to apply a ban on flavored heated tobacco products, mirroring a similar ban already in place for cigarettes. This signifies a push to align regulations for all tobacco products, regardless of whether they are burned or heated, and aims to reduce their overall appeal. The debate around HTPs centers on their harm reduction potential compared to traditional cigarettes versus their potential to re-normalize tobacco use or appeal to non-smokers. As of mid-2025, EU policy continues to evolve, treating HTPs more like traditional tobacco products than e-cigarettes, reflecting a cautious approach to novel nicotine delivery systems that still contain tobacco.