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Review – the new iQOS 2.4 Plus

iQOS 2.4 Plus
A box, with my new iQOS in it!

Competition in the Heat not Burn market is beginning to pick up, as you’ll have noticed if you read this site regularly; over the last few months we’ve tested several interesting new devices, from both major tobacco companies and Chinese independents. At the retail level one product is still dominant, however – Philip Morris’s excellent iQOS.

iQOS is pretty widely available now, and it’s the top-selling HnB system around the world by a long way. Technology doesn’t stand still, though, especially for an innovative type of product like this, and some of the devices we’ve been looking at include features that the iQOS has lacked up to now. When competitors are coming out with new ideas (and new products) all over the place, standing still is a great way to wake up one morning and realise you’re not the market leader anymore.

Well, PMI clearly don’t want to be in this position, because for the last week I’ve been playing with a new toy – the iQOS 2.4 Plus. Like the Lil Solid from KT&G I reviewed a few weeks ago this isn’t an entirely new device; it’s an upgrade of the iQOS 2.4 I had already. It is a pretty significant upgrade though, so we thought it deserved another look.

The review

The 2.4 Plus comes in a sturdy and attractive cardboard box. Lifting the top off reveals the usual plastic tray with the two main components resting snugly in their little nests – the portable charging case (PCC), and next to it the actual holder. At first glance these look exactly like my old iQOS 2.4 does, but closer examination soon turned up a few differences. I’ll get back to those though.

Anyway the tray lifts out to reveal a cardboard cover that opens up to give access to the rest of the goodies. The first things you’ll find in there are a warranty card and a very comprehensive, well-illustrated user manual. Under those is a charger and cable, a two-part cleaning brush and a pack of ten cleaning sticks. Along with the three packs of Amber HEETs that came with my starter kit, it’s all you need to get vaping with the new iQOS.

The accessories really are identical to the ones that come with the older version, by the way. Then again, they’re all high quality and do their jobs perfectly. There’s no need for PMI to update them, so they haven’t.

Back to the 2.4 Plus itself, then. As I said, despite initial appearances it isn’t identical to the 2.4. The PCC and holder are pretty much the same, and in fact they’re interchangeable (more on that later), but the vital electronics have been completely overhauled for the new model.

The new PCC is a sleek unit a bit smaller than the average smartphone. It’s a very clean and simple design; there’s a flip-up top at one end, a micro-USB charging port at the other and a row of buttons and LEDs down one side. The top button flips the lid open so you can get at the holder; that and the new Bluetooth button are now finished in a nice gold colour. The third button is less obtrusive; it’s the power button, at the bottom of the row. This lets you power the whole unit down, although I never do this and I’ve never spoken to anyone who does. On the plus side, a quick press on this button will show you the PCC’s charge status.

Between the two gold buttons is a row of five bright white LEDs. The top one, easily recognised because it’s elongated, lights up to show that the holder is charging. The other four show how much charge is left in the PCC, in increments of 25%; they’re illuminated while the holder charges, when the PCC is plugged in or if you press the power button.

Let’s move on to the holder, then. When you press the top button on the PCC, the cap flips open in a satisfyingly positive way (I must admit, I just love the standard of engineering on this device). Under the cap is the holder, nestled snugly in its charging slot. Again it doesn’t look like much has changed, but there’s been a lot of work done on the innards.

The new holder is the same slim, lightweight unit as before, with a single LED-illuminated button (again coloured gold in the new model) to turn it on. It’s small enough to be held like an actual cigarette, and just light enough that I can even work with it balanced unsupported on my lip like an old-time journalist’s unfiltered Woodbine.

I should also mention that Bluetooth button. Pressing this lets you link the PCC to any Android device with a Bluetooth connection, and you can then manage it with the My iQOS app for Android. Unfortunately, so far this app only seems to be available in Switzerland, and the current language options are German and French. I speak pretty good German but I don’t live in Switzerland, so I haven’t been able to test it out so far. However, it should be rolling out more widely in the near future. As soon as it does I’ll download it and let you all know what it does.

Overall the iQOS 2.4 Plus is a familiar package, but a superbly engineered one. Externally it doesn’t look much different from older versions, but a device like this runs on its electronics and that’s where the upgrades have been made. So, what’s it like to use?

Vaping the new iQOS

With my shiny new iQOS fully charged I dug out the holder, plugged in an Amber HEET and held down the smart gold power button. After a couple of seconds the holder vibrated to let me know it was powered up and heating – a nice touch that I’ve seen on other devices, but was missing from iQOS before. At the same time the LED in the button starts to pulse; when it switches from pulsing to a steady glow (just under 20 seconds) you’re ready to vape. It would be nice if it vibrated again to let you know it was warmed up, but the white LED is bright enough to do that job anyway.

The actual experience of vaping the 2.4 Plus is very good. There’s plenty of vapour, it’s nice and warm, and the flavour is excellent. I tested it extensively with both Amber and Bronze HEETs (seven packs in total, if you’re interested) and the performance is just great. Apart from my first experience with mild menthol sticks I’ve always been impressed with the iQOS, and the 2.4 Plus carries on the good work.

It’s also extremely usable. Unlike all the other devices I’ve tested, iQOS relies on the PCC to recharge the holder’s small battery between HEETs. This lets the holder come as close to the experience of holding a cigarette as it’s possible to get, but it does impose a delay between HEETs as you recharge it. This has never been a big problem for me, but PMI seem to have put some work into fixing it anyway. The 2.4 Plus PCC takes just two and a half minutes to fully charge the holder.

I mentioned earlier that the components are interchangeable between the old and new versions, so out of curiosity I vaped one HEET then put the 2.4 Plus holder in the 2.4 PCC to recharge. It worked fine, too – but it took almost four minutes. If you want the new high-speed recharge you need to use the 2.4 Plus components together. On the other hand, if you have an extra holder for your 2.4 the new PCC will top it up while you vape the new one.

A single vaping session on the 2.4 Plus lasts for five and three-quarter minutes or 14 puffs, whichever you get to first. When you have 45 seconds or two puffs left to go the holder vibrates again, to let you know it’s planning to switch itself off and give you the chance to grab some last-minute nicotine.

One thing that I didn’t notice when I first started using an iQOS is that the top cap of the holder slides. A common theme in my reviews has been the annoying way the tobacco plug in a used HEET sometimes stays in the device when you pull out the stick – the VCOT is the worst offender for this. Well, that isn’t a problem at all with the iQOS 2.4 Plus. When you’re finished vaping all you have to do is push the top cap up half an inch on its rails, like the slide of a very small pump-action shotgun, and the HEET will be neatly removed from the blade every time. I put 140 HEETs through this gadget and didn’t have a single problem with them coming apart on removal. Again, it impressed me with how much effort PMI have put into making this a user-friendly device.

Finally, let’s talk about battery life. I don’t know if the PCC’s battery capacity has been increased or if the new electronics handle it more efficiently, but it held out for an impressively long time. My 2.4 is close to fully discharged after one pack of HEETs; the 2.4 Plus, fast recharge and all, managed the best part of two packs. By the time it finally got down to 25% charge remaining there were 42 used HEETs neatly piled up in my ashtray.

The verdict

If you’re familiar with the iQOS already, well, this is an iQOS. You know roughly what to expect. However, it’s the best iQOS yet; the improvements make a real difference to the user experience, especially the fast charge from the new PCC. Even when I’m racing deadlines and getting through HEETs much faster than normal I never find myself impatiently waiting for the holder to recharge. The battery life is impressive, too; even if you’re a heavy user a single charge of the PCC should be enough to easily last you a day, and recharging it takes less than an hour.

Overall, the iQOS 2.4 Plus is a great device. I like several of the others I’ve tried out, but none of them come as close to the experience of smoking as the iQOS does. Part of that is ergonomic; the small, light holder can be handled pretty much like a cigarette, which makes it very easy to adjust. I get on fine with larger devices, but there’s no doubt the iQOS has a big edge in this department. On top of that it also delivers an excellent vape. Heets seem to have become the new standard, but they were designed for iQOS and they work outstandingly well in it.

If you already have an iQOS the new 2.4 Plus is an attractive upgrade, especially if you were thinking about getting another holder. Don’t; get the 2.4 Plus kit instead and take advantage of that super-fast charge. If you don’t already have an iQOS, but you’re looking for a safer alternative to smoking (or something closer to the smoking experience that e-cigs deliver), the best Heat not Burn device on the market just got even better – and you can get one here, along with three packs of HEETs, for the unbeatable price of £49.

IQOS 2.4 PLUS 60 HEETS OFFER

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We are now selling the new IQOS 2.4 Plus

IQOS 2.4 PLUS

We have been selling the excellent IQOS 2.4 for some time now but we are now very pleased to announce that we have now replaced that with the brand new all-singing and all-dancing IQOS 2.4 Plus.

There is of course nothing wrong with the 2.4 version that we have been selling for some time, it is just that Phillip Morris are always innovating so that they maintain their global position as the leading seller of quality heat not burn devices on the market today. Their dedication to improving an already superb product means that the IQOS 2.4 Plus is at the cutting edge of HnB technology.

IQOS 2.4 PLUS NAVY UNIT AND HOLDER

Here are the upgrades on the IQOS 2.4 Plus over its predecessor the IQOS 2.4:

  • The holder charges 20% faster.
  • The unit vibrates to alert the user that it is ready and vibrates again when you have 2 puffs or 30 seconds remaining.
  • Bluetooth enabled and can be linked to an App (Android only.)

Because of this upgrade we will no longer be selling the IQOS 2.4 but we are very happy to be able to say that we can sell this for the SAME PRICE of £49 for this new IQOS 2.4 Plus and 60 HEETS! This is an amazing deal for a limited period only.

The iQOS is the result of major development from Phillip Morris in their quest to develop a reduced risk product for adult smokers to switch to and what we have here is a very nice well made device.

To read about what we personally think of the iQOS 2.4 Plus please take a read of our very thorough review that we did in October 2018.

When choosing HEETS we have 3 different flavours available, that is AMBER (Full), YELLOW (Smooth) and TURQUOISE (Menthol) or if you are not sure then why not go for the MIXED option and be sent 20 of each?

IQOS 2.4 PLUS SIDE PROFILE

For more information and to make a purchase please CLICK HERE to see our full iQOS range. 🙂

 

IQOS 2.4 PLUS 60 HEETS OFFER

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We are now selling iQOS and HEETS.

Selling iQOS and HEETS

IQOS white and navy devices

Heat Not Burn UK, not satisfied with being the most comprehensive blog in the world on everything there is to know about Heat Not Burn are now actually selling the superb iQOS system along with corresponding HEETS tobacco sticks.

We currently have a special offer on all iQOS kits and that is the special price of just £49 for either a navy or white iQOS starter kit along with 3 packets of HEETS! The recommended retail price for the iQOS is £99 so our price of £49 for the starter kit and 3 packets of HEETS (60 sticks) is a fantastic offer!

Shipping is either with APC, Royal Mail or Royal Mail International and all orders are sent out very promptly.

Also every iQOS kit sold comes with a no-quibble 1 YEAR GUARANTEE too, click the banner below to be taken to our online store.

 

Now selling IQOS and HEETS banner

 

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iQOS Update – What’s Inside A Heet

iQOS update

One of the most popular pages on this site is our review of Philip Morris’s innovative iQOS device. That’s not much of a surprise, because iQOS has probably had more publicity than any other Heat not Burn product and it’s also the most widely available. It’s steadily rolling out beyond the first test markets and can now be bought in the UK, Spain, the Netherlands and several other countries; before too long it will be available globally, and I think it’s going to be a huge success.

When Heat not Burn UK first tested the iQOS the only sticks that came with it were mild menthols. Those were not as satisfying as they could have been, but did prove the concept. Happily, during our visit to PMI’s research centre at Neuchatel a couple of months ago there was no shortage of them in all flavours, and I got the chance to try an iQOS with a full-strength stick. I’m happy to report that it was very close to the experience of smoking a Marlboro, and an excellent substitute in every way.

Now selling HEETS banner

Sticky Stuff

Obviously, what made the difference between “Meh, this is okay” on the first iQOS test and “Wow!” on the second one was the sticks it was being fed with. That means it’s probably time to look at the sticks themselves in a bit more detail.

The baby cigarettes that go in the end of an iQOS were originally called HeatSticks, but they’ve now been rebranded as “Heets from Marlboro”. Currently Heets come in three flavours – Amber, which roughly equates to full-strength Marlboro Red; Yellow, a lighter Marlboro Gold; and Turquoise, the mild menthol version. As far as I can tell these all have the same nicotine content, and the only difference is in the flavour.

Anyway, I just called them baby cigarettes. They’re not. Yes, they look like baby cigarettes, and they come in a tiny pack of twenty, but you can’t stick them in your mouth and fire them up with your trusty Zippo. That just won’t work. Even if it did work it would be pretty pointless, because the whole idea is that you don’t burn the tobacco.

In fact there really isn’t a lot of tobacco in there to burn, anyway. Looking at a Heet, you can see that the filter seems to take up about three-quarters of its length:

HEET cut open showing inside
There are quite a few bits in here.

Not Just Tobacco

It’s not quite this simple, but we’ll come back to that. What’s in the other quarter is the stuff that gets heated, and I’ve actually had the chance to watch it being made in the factory at Neuchatel. PMI made me promise not to put all their trade secrets on the internet, but I can tell you the basics. What they do is blend selected tobaccos to get the flavour they want, then grind them to a fine powder. This is then mixed with water and some other ingredients – vegetable glycerine to keep it moist and generate the vapour; natural cellulose fibres to bind it; and guar (a natural gum) to hold the whole lot together.

This liquid mixture is sprayed onto a conveyor belt, run through a dryer then peeled off in thin sheets. The brown stuff in the end of a Heet is those sheets, rolled up like tobacco leaves in a cigar. When you load a Heet into your iQOS a steel blade in the device cuts into the roll, and when the blade heats up it creates the vapour for you to inhale. That vapour is mostly VG, loaded with aromatic flavours from the tobacco – which is why iQOS can replicate the flavour of a cigarette in a way that e-cigs can never quite manage.

So what else is in a Heet? Well, it’s not just the filter. In fact the filter itself is very short, as you can see:

Showing the separate contents of the HEET
From left to right: The tobacco, hollow tube, PLA and filter.

The actual filter is even smaller than the plug of tobacco at the other end, and it’s really only there to give you the familiar feel of a cigarette filter. Because iQOS doesn’t produce all the harsh combustion compounds you get from a cigarette there’s no real need for much filtration, so it can be very short. In fact if it was much longer it would probably soak up a lot of the VG vapour that you want to inhale.

After the filter is a loose roll of PLA, a very stable, food-safe plastic material. This is what does the real work; it slows the vapour down without absorbing it, giving it time to cool to a more pleasant temperature before you inhale it. This takes up almost half the length of the entire Heet.

Between the PLA and the tobacco is a short length of hollow tube, made of a similar material to the filter. As far as I understand it this is mainly to keep the blade away from the PLA and give the vapour a clear path to start its journey through the Heet. Then finally, at the end, you’ll find that little plug of tobacco.

Small But Complicated

So a Heet might look like a cigarette, but inside it’s a bit more complicated. This, and the fact they’re so small, means they’re also trickier to make; PMI had to do some creative rebuilding of some old but reliable cigarette-making machines to come up with something that would make Heets.

All this effort has paid off, though. It might be tiny, but a Heet will give as many puffs as a full-size cigarette. If you get the strength that suits you those puffs are just as satisfying, too. I had a few lingering doubts about iQOS after my first experiment with it in Poland last year, but using an identical device with Amber Heets was a totally different experience.

What’s most exciting is that, while iQOS isn’t the first generation of this technology, it’s still at a relatively early stage; there’s a lot of potential for development in there. I’m increasingly sure that HnB products like this have a very bright future in front of them.

If you are thinking of making the switch then please visit our online store today, click the banner below for more details. We sell everything you need to get you started and at a fantastic price too, come and try the future today!

IQOS 2.4 PLUS 60 HEETS OFFER

 

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Pod Mod review – the new iQOS Mesh

Pod Mod review

A few weeks ago I talked about pod mods, the new generation of ultra-convenient e-cigarettes that are popping up on shelves all over the place. Although we’re mainly interested in Heat not Burn devices here we think pod mods are pretty cool too – they’re much easier to use than conventional e-cigs, which is ideal if you want something that’s as simple as a cigarette. We’re also now selling one, the new iQOS Mesh from PMI, so I thought it would be a good idea if I checked one out to see what it was like. A Mesh was duly ordered, and turned up late last week along with a supply of the VEEV pods it eats.

Before I go any further it’s time for a quick confession. In my previous article on pod mods I said I already had a Mesh. Well, that turned out to be only partly true. Last year I “borrowed” a PMI Mesh from Dick Puddlecote, and at the time I was quite impressed with it. However the new iQOS-branded Mesh is a very different animal. It shares the same design philosophy, but every part of the device and its pods is bang up to date. So, if you’ve read anything about the old Mesh, forget it; the iQOS version is a brand-new product. Let’s have a look at it.

First impressions

The Mesh in its box.

The new Mesh comes in a neat cardboard box; pull the top off and there’s the device itself, nestled in the usual plastic tray. It didn’t take long to start spotting differences. The new Mesh is much longer and slimmer than the old one, and also has a higher quality feel. My old Mesh has a rubberized plastic body, quite short and with a flattened oval cross section; the new one is aluminium except for the plastic end cap, and it’s round. One nice touch is that there’s a flat strip down one side to help stop it rolling away if you lay it on the table. Two-thirds of the body has a nice satin finish; the hollow top end is highly polished.

This is a very simple device. There’s a single power button which turns the Mesh on or off when pressed for three seconds. On the end cap is a micro-USB charging port and an LED indicator that tells you it’s charging. The other end is open; that’s where you plug in the VEEV pod.

Overall the iQOS Mesh feels very solid, but it’s also remarkably light. It’s a much bigger device than a JUUL or MyBlu, roughly the size of a large cigar, but every time I pick it up I’m surprised by how little it weighs. It’s pretty impressive, considering the all-metal body and the fact there’s a 900mAh battery packed away in there.

Apart from the mod itself, there isn’t a huge amount in the box. Lift out the tray and open the cardboard lid underneath, and you’ll find a charging cable and a UK plug adapter for it; that’s all.

IQOS MESH BANNER

The review

Anyway, I don’t believe in messing about, so after playing with my new toy for not very long I plugged it in and topped up the battery. It was pretty well charged straight out the box, so the next time I looked away from my screen for a minute it was ready to go (a full charge takes about an hour, and it has a passthrough feature, so you can vape while it charges).

Old (left) and new Mesh pods. They both hold 2ml of liquid.

With the battery fully charged I dug out a Tobacco Harmony-flavoured VEEV pod and unwrapped it. These are also very different from the old Mesh pods. For a start, they’re a whole lot smaller. The old pods clipped over the end of the battery, and had a lot of empty space inside; the new ones plug into the hollow cone at the top of the mod, so they can be a lot more compact for a similar liquid capacity (I can’t remember how much the old ones held, but they were TPD-compliant, so no more than 2ml; the new ones contain 2ml of 6mg, 11mg or 18mg liquid). The actual heating element is the same idea, though; instead of a coil it’s a small square of fine wire mesh which seems to double as a wick, so there’s no risk of anything burning. In fact the Mesh is actually a temperature control device; it regulates the power going to the wick to prevent overheating and the dreaded “dry puff”.

To stop liquid moving around inside unused pods and dribbling out the mouthpiece there’s a small rubber seal fitted to each pod. Once you’ve unwrapped the pod all you have to do is pull out the seal and plug the pod into the end of the device. They fit either way up; just don’t use any force to insert it. If it’s not going in just twist it gently until it does.

With a VEEV loaded, all you have to do is press the button for a couple of seconds until it lights up, then take a puff. It’s not a fire button; the Mesh has an automatic switch that heats up when you puff. The button is purely an off/on switch. If you don’t take a puff for three minutes the Mesh will automatically power down again.

As for the actual vaping experience, I was impressed! I’ve read one review that said the vapour production and throat hit were disappointing. Well, all I can say is they must have been doing it wrong, because I get plenty of vapour out of mine. Is the throat hit the same as I get from my usual combo of a Rouleaux RX200 and Limitless RDTA loaded with 24mg liquid? Of course not. Then again you could put the Rouleaux in a sock and beat rhinos to death with it, and it dribbles like a senile dog. The Mesh is slim, light and compact, and it never leaks. At all.

My Mesh came with two flavours – Tobacco Harmony is a rich tobacco blend, and Cool Peppermint; you can probably guess what that one tastes of. Both flavours were excellent; although I never liked menthol cigarettes I really got to like the peppermint, in particular. For the average user a VEEV pod should last about a day, making it roughly equivalent to a pack of cigarettes – and, at £2.99 for a pack of two, a lot cheaper. The battery holds enough charge to get through a whole pod and part of the next one, but I tended to recharge it between pods anyway.

The point to keep in mind is that the Mesh wasn’t designed to replace your favourite mod and dripper. It’s an easy to use, but very effective, device aimed at people who just want a simple alternative to cigarettes. I think it’s ideal for that – and it’s a great choice if you want some thing compact and non-dribbly to take to the pub, as well. In short, it does exactly what a pod mod is supposed to do, and it does it very well.

Verdict

I liked the original Mesh when I tried it last year, and I like the new, improved version even more. PMI have taken a good basic concept and made it even better, producing a very well-made pod mod that’s simple, effective and great value. If you’re looking for an e-cig that just works, with no messing around with refill bottles or coil changes, the iQOS Mesh is an excellent choice.

To see our entire iQOS Mesh and VEEV collection please click here.

IQOS Mesh Logo

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Everything you need to know about the FCTC COP8 junket

COP8

Understanding the FCTC Conference of the Parties.

The WHO Framework Convention on Tobacco Control’s (FCTC’s) 8th “Conference of the Parties” (COP8) gets underway on October 1. It is a bizarre meeting whose format results from FCTC technically being an international treaty. Thus, it theoretically requires serious formal meetings of national officials who have the authority to negotiate and make commitments on behalf of their governments. In reality, the idea of treating FCTC’s deluge of position statements and vague policy recommendations as the law of the land, as would be the case with a proper treaty, is laughable. Functionally FCTC is really just an overfunded special-interest lobbying organization, and a rather dysfunctional one. The COPs are exactly what you might expect based on that: gabfests in which delegations of unserious people (few of whom could actually commit their governments to anything) hold a cheerleading session and enshrine their flights-of-fancy in “official international treaty” documents.

 

The COPs are notorious for their paranoid exclusionary policies, including banning of reporters and other observers from many of their sessions. Consumers have no seat at the table, let alone industry, which FCTC declares itself to be diametric opposed to (and as a result, ironically grants industry control over their actions). Perhaps most notoriously, the international law-enforcement agency, Interpol, which plays a major role in fighting cigarette smuggling, was denied observer status because they engage in the obvious tactic of cooperating with companies that also work to stop smuggling. As much as these exclusions arouse ire, they would actually make perfect sense if FCTC were a proper treaty. Trade treaties are negotiated by states (via empowered serious officials who speak for their government, of course, not a gaggle of loons), without any direct participation by the stakeholders, and some steps in those negotiations are not possible without confidentiality. Military treaty negotiations are even more secretive, and ISIS and the Taliban are obviously not allowed to observe the meetings.

 

Paper policemen.

The problem is that FCTC is a treaty in name only, and the COPs do not resemble negotiations about a treaty. They feel like what they really are: political rallies. When a political rally excludes the press and stakeholder observers, we immediately suspect that they are up to something nefarious, which is certainly true in this case. Moreover, WHO’s rhetoric about why FCTC exists is that the “treaty” is designed to improve population health. That goal would be best served by including the actual stakeholders (consumers and industry), rather than having a group of non-stakeholders engage in uninformed discussions about top-down approaches. But health has become a mere pretense for the FCTC, and this was already true before the “treaty implementation”.

 

Instead of having a nuanced and complicated humanitarian goal, like improving health, the participants live in a fantasy world in which they are protagonists in a simplistic modern-style fairy-tale (think: Star Wars). They are at war against evil, facing an a enemy (a fictitious monolithic construct they call The Industry) with no discernible motivation other than to do evil. This means there is no room for mutually beneficial arrangements and no possible strategy other than total war (see above link for more of my analysis on that point). As a result, they act as if COP chattering sessions are a secret military conference, not realizing that it is they who are playing the role of The Empire, the Taliban, or ISIS (which, incidentally, was praised by some people who will be at COP8 for its anti-tobacco policies).

 

Has it ever been about health?

If FCTC were really about health, they would embrace low-risk alternatives to smoking. As anyone familiar with tobacco control knows, they do not. FCTC documents devote at least as much attention to attacking low-risk products as they do cigarettes. Much of the rhetoric targeting low risk products these days is about flavors and other features that supposedly attract young never-smokers. One might have some optimism about what COP8 will say about heat-not-burn based on this. HnB products are plain-old-cigarette flavored, are not sleek and sexy, and their use is not much easier to conceal from parents and teachers than regular cigarettes. They seem like the dream product for someone who genuinely wants to help smokers lower their risks without attracting many new young users.

 

The problem is that the focus on flavors and such is mostly just hollow rhetoric. A large portion of participants at COP8 are anti-tobacco extremists, a term I coined as follows: If someone had the choice between magically eliminating the harm from tobacco products, such that people could still enjoy all the benefits without health risk, or magically eliminating all tobacco products from existence, they would choose the latter. A substantial fraction of tobacco controllers would prefer to deny people the pleasure of tobacco use, regardless of whether there is health risk. Combine this with the fairytale opposition to “The Industry” (HnB being entirely a product of that great evil empire, “Big Tobacco”), and there is little hope for good news.

 

A few good men (or women.)

Of course, there will be non-extremists at COP8. There will be participants who really care about health, and even a few who actually care about people’s happiness. There will be those who understand how the world really works and recognize that their policies need to be realistic and will be useful only if there is stakeholder buy-in. But here is where the dysfunctional governance structure of FCTC comes into play. A real treaty negotiation would offer some possibility that the humanitarians and realists would prevail. Indeed, if delegations were comprised of real diplomats and other serious officials, there would at least be a bias in favor of realism. But instead the COPs function more like a student organization with a “there are no bad ideas” policy. It is a recipe for kakocracy, with the most extreme crazy people defining the agenda and policy positions. It might be that a majority of the “voting delegates” (again, since none of this is genuine public policy, neither membership nor voting really matters much) might think an extremist proposal is unrealistic or even loony, but they will not bother to vote against it, let alone speak out. What would be the point? In addition, they are (realistically) worried about being excommunicated from the club and losing access to the endless gravy train if they oppose extremist positions. Those with enough integrity to resist that pressure have already been excommunicated.

 

Anti-everything.

Thus, it is a safe bet that the “official” statements coming out of COP8 will be anti-HnB, anti-vape, and anti-snus. They will also find a little time to be anti-smoking, though worrying about smoking is just so 2005. Less snarkily, there is really not much for them to say about smoking that they have not already said. If FCTC were really a treaty, or even a policy analysis think tank, there would be a lot new to say about anti-smoking policies, particularly analyzing the actual nuts-and-bolts details. But FCTC does not do that. They offer flyover-level statements about what policies member states should implement, but without operationalizable details or program evaluation to assess whether they work (spoiler: almost none of them have any apparent effect).

 

Thinking again of a student-type organization, many of us can recall an experience from our youth of creating an organization and having twenty people show up and enthusiastically debate goals, philosophy, and language for weeks. After that is finished and it is time to start on practical tasks, only three of them ever show to do any real work. That is not a perfect analogy for the COPs (everyone goes home and does something to keep their lavish salaries flowing), but it is a pretty good metaphor (what they do is usually the functional equivalent of not showing up until the next political rally).

 

That is actually good news. There is a good chance that COP8 will issue some extremist condemnation of HnB, but this will be almost entirely cheap talk that has little impact. In only those few countries where WHO basically controls the health ministries (e.g., India), HnB might get banned as a result of a COP8 statement. In a few others where the loons have unfettered control independent of WHO influence (e.g., Australia, Finland), the same might happen, but it will not be because of COP8. The U.S. is a wild-card due to the unfettered power and arbitrary behavior of the FDA, but is not going to be influenced by FCTC. For most of the world’s countries, however, realism and humanity will probably prevail over COP8 statements, despite the signatures on the FCTC “treaty”.

 


 

Carl V Phillips PhD is a regular contributor on Heat Not Burn UK.

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The Lil Solid from KT&G – Exclusive Heat not Burn UK review!

Lil Solid

You probably remember that, a couple of months ago, the Heat not Burn UK team were very excited about the Lil from Korean Tobacco & Ginseng. As far as we know we did the first review of the Lil that wasn’t written in Korean, and I have to admit we were impressed by it. Maybe more than any other device we’ve tested, this was a genuine rival to the iQOS. Easy to use and pretty compact, compatible with Heets and delivering both decent battery life and a very good vape, the Lil is a really good package.

What really impressed us, though, was that by the time our Lil arrived a new version was already hitting the shelves in South Korea and racking up impressive sales figures. That’s a pretty quick product life cycle, especially for a major company. Vapers are used to products that come and go in a matter of a few months, because that market’s driven by small and medium independent companies that need to innovate constantly to stay in the game. I expect something similar to happen in the emerging independent HnB sector, with devices getting updated or replaced every few months.

It’s a bit different for the major tobacco companies, though. They have to be more cautious, because unlike a small engineering firm in Shenzhen they’re going to face major blowback if they get it wrong. That’s why products like iQOS and Glo spend a couple of years on sale in limited test markets before they get rolled out globally; the company has time to identify and iron out any issues, while limiting their exposure if there’s a problem.

KT&G don’t seem to be as cautious as other tobacco companies, though. We hadn’t even heard of the Lil until last October, and a few months later I had one in my hand. By that time its replacement was already on sale. KT&G might not be a global player, but they’re still a big company – and for a big company, releasing two generations of a product in less than a year is fast.

Anyway, back to the gadget. We said at the time that we’d get one for review as soon as we could, and now it’s here. In fact it’s been here for a few days, and now it’s been through our intensive Heat not Burn UK testing process. Read on to find out what’s new in South Korean heated tobacco products!

The Review

The new product is called the Lil Solid, and it comes packed in exactly the same neat cardboard box as its older brother. Strip off the plastic wrapping and lift the magnetically-closed side flap, and you’ll find the Lil Plus sitting securely in a plastic tray. That lifts out to reveal an instruction manual (which I didn’t read because a) it’s all in Korean and b) reading the instructions is for girls) and, under that, a flap which covers another tray packed with accessories.

After giving the Lil Solid itself a bit of a double take I pawed through all the extra bits, which are identical to what comes with the original Lil – a USB cable and plug, some alcohol-soaked cleaning sticks and a neat little brush. Everything feels high quality and does its job very well. So, finding no surprises there, I went back to the actual device.

I mentioned that I gave it a double take when I opened the box. That’s because we’d been led to believe the Lil Solid would be smaller and lighter. Well, it isn’t. In fact my first impression was that the only difference between the new Lil Solid and my old Lil was that the new one is blue.

On closer inspection this wasn’t quite the case. The Lil Solid is about an eighth of an inch shorter than its predecessor because the base, which was slightly convex on the Lil, has been flattened. That means you can stand it upright if you want. I was always trying this with the Lil and even succeeded a few times, but it falls over if you look at it funny. The new one is a lot more stable, which I like.

They’re the same size, but the blue one stands up.

Apart from that tiny difference, though, they’re exactly the same size. In fact, just to check, I swapped the top caps around and they fitted perfectly. So if you were hoping for a device that packed the Lil’s performance into a smaller package, this isn’t it. On the other hand that’s not a big deal, because it’s a pretty compact unit anyway.

Once I’d examined the Lil Solid in detail I found a few more small differences. The sliding button that covers the heating chamber is a lot less plasticky, for example. The power button now has a neat metal trim, and the LED indicator in it is hidden until it lights up. Overall it feels like a more polished product. The top plate is still stamped out of some copper-coloured alloy, but it’s neat enough and completely functional.

There’s obviously been some work done inside, too. One of the things I liked about the original Lil was how easy it was to clean (or remove tobacco plugs that had detached themselves when I removed a used stick). All you have to do is pull off the plastic shroud that surrounds the heating chamber, and the tobacco comes out with it. The Solid keeps this neat system, but while the Lil’s shroud will fit in the Solid, the Solid’s won’t fit the Lil. I’m not totally sure what the difference is, but KT&G clearly thought it needed a tweak.

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Testing!

Playing with shiny things is always fun, but the important thing is how it vapes. I wasn’t quite sure what to expect here. We’d heard that the Solid would have an upgraded heating element, but then we’d also heard it would be smaller and lighter; well, you already know how that turned out. Anyway I plugged it in to top up the charge – a full charge takes about an hour – then dug out some sticks and got vaping.

This time I had four packs of KT&G’s own Fiit sticks to play with. Three of them were different varieties of Change Up sticks, which have a breakable flavour capsule embedded in the filter. The names of the flavours were a bit unhelpful – Change Up, Change and Sparky – but I was able to guess what they were. Change is a fresh spearmint, Change Up is a classic menthol and Sparky seems to be a mint/citrus blend that really was very nice. The fourth pack, labelled Match, was a medium tobacco blend that tasted pretty similar to an Amber HEET.

With the battery fully charged and a Match in place, I held down the button until the device vibrated and then started my stopwatch. I was hoping that it would heat up faster than the Lil’s impressive 15 seconds, but it didn’t. In fact it took a couple of seconds longer, but I’m putting that down to my office being a hell of a lot colder than it was on those sweltering days in June when I reviewed the original. Just to verify that I tested the Lil too, and got the same result.

Anyway, 17 seconds after I pressed the button the Lil Solid vibrated again, letting me know it was at running temperature, and I took a vape. How was it? Well, it was exactly the same as the Lil, which is to say it was very good indeed. I’m going to repeat what I said about this device being at least as good as the iQOS. There’s plenty of vapour, and it’s warm, satisfying and richly flavoured. Interestingly, although I was never a fan of menthols when I smoked, I found myself really enjoying the Change Up sticks.

I soon found one change that’s been made to how the device works; while the Lil ran for four minutes or 14 puffs, the Lil Solid shuts down after three and a half minutes. That makes sense; by that time the stick is pretty much done anyway. Like the Lil it gives you a warning buzz ten seconds before it powers down, so you can grab a last dash of nicotine.

Battery life was pretty much exactly the same as the original Lil. A full charge was good for roughly one pack of sticks, which is respectable. Combined with its quick charging time, there’s no reason to be caught short during the day unless you’re a really heavy user. Of course I am a really heavy user, but I was testing it at my desk. Plugging it in for a few minutes between sticks kept the battery fully charged.

Cleaning was as easy as I’d expected. I did find the Solid a little more prone to pulling the tobacco out of used sticks as I removed them, but it’s so easy to clear the residue that I wasn’t really bothered.

Conclusions

After testing the Lil Solid I think I can see how KT&G managed to get it on the market so quickly. This isn’t really a new device; it’s basically the original Lil with the rough edges polished off. So is it worth getting one if you’re in Korea? Definitely! Yes, it’s a slightly tweaked Lil. That’s fine; the Lil is an excellent heat not burn system. The Solid is just as good, a bit more refined, and it’s still compatible with Heets. If for some reason the iQOS isn’t for you, this is a great alternative.

I might be the only person in the western world who can do this.
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Dud or diamond? – The VCOT from Ewildfire

VCOT from Ewildfire

So, it’s that time again. The postman delivered a parcel from China last week, I’ve been playing with a new gadget since then, and now it’s time to give all you Heat not Burn fans the inside scoop on the latest and greatest (well, we’ll see about that) in tobacco vaporisation technology.

This time, my new toy is the VCOT from Ewildfires. It’s the latest product from Shenzhen, the Chinese industrial region that’s become the global hub of e-cigarette manufacturing and is now trying to grab a foothold in the HnB market as well. We’ve already reviewed a few devices from Chinese companies – the iBuddy i1, EFOS E1 and NOS – and a couple of them were pretty impressive. So how does the VCOT stack up?

The Review

The VCOT is brand new – so new that I’m not going to go through the traditional unboxing experience. The retail packaging hasn’t even been designed yet, so my review sample turned up in a plain cardboard box and a nest of bubble wrap, with no accessories. There wasn’t even an instruction manual; that arrived by email. It wouldn’t be fair to comment – or even speculate – on packaging and accessories that I haven’t seen, so for this review I’ll only be looking at the vaporiser itself.

As I said, the VCOT is brand new, and its designers have obviously tried to push the technological envelope a bit. Like the NOS we looked at a few weeks ago it’s a temperature-controlled device that lets you set the operating temperature to get the vape you want.

Bottom view of the VCOTApart from the temperature control feature, the VCOT is pretty conventional. It uses PMI’s widely available Heets, for a start. The body is basically rectangular with rounded edges and corners, and it fits nicely in the hand. You can’t hold it like a cigarette, as you can with iQOS, but it’s comfortable enough. It’s also very light. The body seems to be all metal and made in three parts; front, back, and a strip that forms the top and base as well as holding it all together.

So if the body is all metal, how come the device is so light? The answer is that the metal is very thin. The front and back are stamped out of sheet. I don’t know what the sheet is, but it isn’t steel – I couldn’t get my neodymium supermagnets to stick to it. It could be aluminium; the glossy, deep blue finish looks like it could be anodised.

Unfortunately, the thin metal gives the VCOT a slightly flimsy feel. If I squeeze the body between finger and thumb it flexes slightly and lets out a chorus of creaking and clicking sounds. Shaking it isn’t reassuring either; something – probably the battery pack – rattles around inside. That isn’t just an annoyance, because if things are free to move it increases wear and tear on wiring, so the device is more likely to fail (more on that later).

Top view of the VCOTMoving on, the VCOT has the usual Heet-sized (more on that, too) hole at the top, protected by a sliding plastic cover. The cover feels solid and has grooves moulded into its surface, so it’s easy to operate. The heating chamber itself is similar to the EFOS – there’s no spike or blade, and the heating element is built into the walls of the chamber. On the base of the device is a micro-USB charging port and an air intake hole that lines up with the heating chamber.

All the work is done at the front of the device, on an inlaid black plastic panel. At the top of this is the power button, and at the bottom the temperature up/down buttons and a blue LED to show current status. In between the buttons is a 0.7” OLED screen, which gives a nice clear, bright image.

So, on build quality, the VCOT isn’t really up to the standard of the other devices I’ve reviewed. Even the plastic-bodied EFOS has a much more solid feel to it. On the other hand the VCOT does pack in a 2,200mAh battery, which hints at good battery life, and it has the advantage of temperature control. If a gadget performs well I can easily overlook a creaky casing. So how does the VCOT stack up when it comes to actually vaping?

Vaping the VCOT

Putting a full charge in the VCOT takes about an hour, which is pretty reasonable, and you’ll know when it’s done – the LED on the front blinks brightly while it’s charging, and the battery indicator on the screen makes it easy to see how much progress you’re making. When the LED and screen switch off it’s fully charged and ready to go.

Loading the VCOT is pretty simple; all you have to do is slide the cover back and push the tobacco end of the Heet into the heating chamber. This has to be done carefully though, as there’s a bit of resistance for the last half inch. With no blade or spike to force into the tobacco, this turns out to be because the heating chamber is a tighter fit than the EFOS. Still, I managed to get all my Heets in without breaking them, so it’s not a major problem.

With a stick in the chamber you can now turn the VCOT on by pressing the power button five times. I think I’ve already vented my feelings about this; a single long press on the button is just as resistant to accidental activation, and these microswitches won’t last an infinite number of presses. Again, though, this isn’t a big deal.

Once the device turns on you’ll see the temperature readout on the screen start to rise. While it’s heating up you can use the up and down buttons to adjust it to the temperature you want. The temperature range is from 220-250°C, which seemed a bit on the low side; iQOS runs at 350°C, and when I played with the NOS a few weeks ago it was happiest between 320°C and 335°C. The VCOT seemed to be pitched a little low, but as it turned out this wasn’t really an issue.

Here’s something that was an issue; it takes forever to heat up. Our current champ in that respect is the NOS, which went from room temperature to 325°C in a mere nine seconds. The VCOT took just over a minute (61 seconds, to be precise) to show 250°C on the display, and that just isn’t good enough. Then it kept me hanging on for another 20 seconds before it buzzed to tell me it was ready to vape.

The vape’s OK, if you set it to 250°C.

A few little issues

A vaping session on the VCOT lasts for three minutes and 30 seconds. When your time’s up it simply buzzes and switches off; there’s no warning to give you time to grab a last puff. Then it’s time to take out the used Heet – and that’s where the fun really begins.

With most of the HnB devices I’ve tested (the Glo and NOS are honourable exceptions) I’ve had the occasional stick leave its plug of tobacco behind in the chamber. This is mildly annoying, but no big deal; you can easily take the top of the device apart and dig out the debris with a brush.

Burned and broken Heets – not a good sign.

With the VCOT, about half the Heets I used broke off at the joint between the tobacco plug and the hollow section above it. The first time this happened (which was also the first Heet I vaped with it) I found, to my annoyance, that there’s no way to dismantle the device for easier access to the chamber. I had to resort to digging out the tobacco with a bit of wire, then using a brush to clear the remaining debris.

Examining this debris, and the Heets I managed to extract in one piece, was interesting. The display might say 250°C, but the inside of the chamber is getting hot enough to char the Heet’s paper tube quite badly – and, a lot of the time, it’s burning it to ash. That seems to be why so many of them break; the paper disintegrates and lets the foil liner stick to the wall of the chamber. The actual tobacco isn’t burned, like it was with the EFOS, but I’m still not convinced this is really in the Heat not Burn spirit.

I also found that, sometimes, the VCOT just doesn’t work. I’d press the button five times, the display would light up, then the temperature readout would stick at either the high 20s or the high 40s. If I left it alone, an error message would flash up on the screen – “CHECK FPC!” – or it would just turn itself off. After some fiddling I found that sometimes pulling out the Heet would unblock it; the temperature would start to rise, and I could put the Heet back in and wait for it to reach operating temperature. Other times I had to plug in the charging cable briefly, which seemed to reset it, then I could power it back up again.

Conclusions

I’m conscious that this is a pre-release device, so I don’t want to be too hard on it. The VCOT has some potential. It’s compact and has decent battery life – a full charge will see you through a pack of Heets and maybe a little more. The vape is acceptable at the higher end of the temperature range. If it’s priced appropriately it could be a reasonable choice for those on a budget – as long as these points are fixed:

  • The heating chamber needs to be made slightly larger; it’s too tight. With no way to dismantle the device for cleaning, its tendency to tear the ends off used Heets isn’t acceptable.
  • Heat up time needs to be radically reduced, to 20 seconds or less. More than a minute is simply not good enough.
  • Reliability needs to be improved. I expect a device like this to work properly every time I switch it on. The VCOT doesn’t.
  • Whatever’s rattling around inside needs to be fixed in place. Any movement risks weakening, and eventually breaking, soldered joints. Is this the cause of its unreliability? Could be.

Deal with all these issues and, as I said, the VCOT might have some potential. It does have temperature control and its battery life is better than the NOS, so there are a couple of positives there. However, right now I just can’t recommend it. Get an iQOS instead.

 

 

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Heat not Burn news roundup – August 2018

Heat not Burn news roundup

Over the last few weeks we’ve been pretty busy finding new Heat not Burn devices to review, and we have a few on their way to us right now. We still find time to check the news, though, and we decided it was time to give you another update on what’s happening with HnB around the world.

As usual the news is a pretty mixed bag. There’s some good news from the UK, where a parliamentary committee has given HnB a thumbs-up in its latest report on reduced-harm products. There’s bad news from India, where anti-tobacco activists are spreading misinformation about iQOS before it’s even on sale. Philip Morris are challenging New Zealand rules that force Heets to be sold with the same packaging and health warnings as cigarettes, and slowing growth for iQOS is being chalked up to increasing competition as other companies enter the market. Overall the last few weeks have been pretty lively for HnB, and we don’t expect that to slow down any time soon.

Indian ANTZ take aim at iQOS

iQOS is currently on sale in 38 countries around the world, but hasn’t yet challenged cigarettes in one of their biggest markets – India. PMI is now planning to launch the device in India, most likely in the first half of 2019, but anti-harm reduction activists are already mobilising to protect the status quo. The first salvo in this battle was fired in mid-August with an article in The Hindu, one of India’s two leading newspapers.

The article was written by Vandana Shah, South Asia Programs Director of the Campaign for Tobacco-Free Kids, an American organisation that’s already notorious for its fanatical opposition to e-cigarettes. As would be expected from Tobacco Free Kids it’s very light on science, and very heavy on alarming but unfounded claims. Shah tells us that there’s no evidence HnB is safer than smoking (there is) and that the products are aimed at young people (they’re not). He claims iQOS is “designed and packaged to resemble a sleek smartphone” to appeal to under-25s – the only thing its design has in common with a smartphone is that it’s vaguely rectangular.

In another article, published by the Deccan Chronicle, cancer specialist Dr Vijay Anand Reddy claimed that “any form of tobacco is carcinogenic. The new method of heated tobacco does not mean that the chemicals in the products are reduced.” This statement is simply false; tests conducted by independent labs have found dramatic reductions in all significant toxins in iQOS vapour compared to cigarette smoke.

Almost a quarter of a billion Indians use traditional tobacco products, so a successful iQOS launch in the country has the potential to save a huge number of lives. However, that goal is threatened by extremists like Shah and Reddy. Indian harm reduction advocates need to come out fighting before this propaganda swings public opinion against safer products.

HnB competition heats up

Investment experts are talking down PMI shares this week in what many have interpreted as a sign of weakness in the market. Leading adviser Jefferies Group have changed their “Buy” recommendation to “Hold”, meaning that while hanging on to the shares is a good idea this isn’t the right time to be buying more.

Jefferies Group’s actual explanation for the change is good news for Heat not Burn, though. The downgrade was triggered by slower than expected growth in iQOS sales – and that’s happening because rival products are hitting the shelves. While iQOS is still growing and will continue to do so, it’s now facing some serious competition at last; BAT’s Glo is rolling out across Europe this year, KT&G are mounting a strong challenge in the important South Korean market with their Lil, and Chinese industry is piling on with a series of devices that piggyback on the availability of PMI’s Heets (and will probably help keep Heet sales rising).

Despite the downgrade, PMI is still outperforming Altria – the cigarette-only side of Philip Morris. That’s being driven by strong iQOS growth in Europe and other new markets, while Altria’s cigarette sales are sharply down.

PMI challenges NZ packaging rules for Heets

The last legal obstacles to selling Heets in New Zealand seem to have been removed, but PMI says the country’s laws are still too restrictive. In early August the company announced that to comply with the Ministry of Health’s interpretation of the law, they’ll put the HnB consumables in cigarette-style standardised packaging with the usual gruesome health warnings. However they’re only doing that under protest.

James Williams, general manager of Philip Morris NZ, says that labelling Heets with health warnings meant for cigarettes is “inappropriate and misleading”. With a growing body of evidence to say that HnB products eliminate almost all the health risks of smoking, the company wants the laws on packaging to reflect that key difference. While PMI are happy to note that Heets are not risk-free and do contain nicotine, they object to warnings that falsely claim iQOS produces smoke and causes the same health issues as cigarettes do.

According to Williams smokers deserve access to accurate and non-misleading information about reduced-risk products. Right now, New Zealand’s packaging laws aren’t giving them that.

UK parliament committee backs HnB

A report last week by the House of Commons Science and Technology Committee was praised for strongly supporting e-cigarettes – but it also recommended that the government should ease restrictions and lower taxes on other tobacco harm reduction products, including HnB and Swedish snus. According to the influential committee tobacco products should be taxed at a rate that reflects the health risk they present.

HnB devices like iQOS are, conservatively, at least 90% less harmful than cigarettes, and that could make a big difference to the price of Heets. Right now, Heets are priced at roughly the same point as cigarettes, but that’s a hedge against them being taxed at the same level in the future. If they benefited from a much lover rate of tax there would be room for PMI to cut the price dramatically while still making a profit. iQOS and similar devices are already a tempting alternative to cigarettes; if the price of Heets fell in proportion to the reduced risk they deliver they’d attract even more smokers.

 

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Bad news: FCTC will declare war on heat not burn

FCTC

Bad news: FCTC will declare war on heat-not-burn (they just haven’t gotten organized yet.)

by Carl V Phillips, PhD.

The World Health Organization’s Framework Convention on Tobacco Control (WHO’s FCTC) is the most influential tobacco control enterprise in the world. Consumers in rich Western countries may not often notice FCTC’s impact because their dominant domestic tobacco control, such as the FDA in the US, are large and powerful enough to set their own agenda. But even in the West, FCTC’s agenda creates marching orders that a lot of tobacco control organizations follow. Thus, all heat-not-burn consumers should feel some trepidation about FCTC slowly getting organized to attack them. Their next attempt to attack heat not burn will be at the upcoming eighth session of the Conference of the Parties (better known as COP8) taking place in Geneva, Switzerland from 1st to 6th October 2018.

That “slowly” is the good news here. FCTC is a morass cheap-talk meetings, position statements, and bureaucracy (in the pejorative sense of the term). In theory it is an international treaty, but in practice it is a reactionary collection of people who would rather complain and make excuses for their failures than actually do the hard work needed to accomplish their goals.

The bad news is also embedded in that characterization, in “reactionary” and “their goals.” As I previously explored in detail, tobacco control in general, and FCTC in particular, is primarily concerned not about affecting consumers, let alone helping them, but with hurting what they call “the industry.” This mythical monolithic actor includes everyone who sells tobacco products, and if convenient for them, is expanded to include any consumer advocate or anyone else that questions their diktats. FCTC officially claims their goal is improving health, but this simply is not true, as evidenced by their active opposition to promoting the substitution of low-risk products for cigarettes.

They do not even recommend that policy interventions focus on cigarettes and other high-risk products. Instead, they explicitly insist that the same effort be devoted to discouraging all product use, regardless of risk. For example, they explicitly state that tax rates be the same on all products. While this is technically nonsense (what tax rate on a tin of snus or bottle of e-liquid is “the same” as a given tax on a pack of cigarettes?), the spirit of it is a clear lack of concern about health. One of the reasons so many Japanese switched to heat-not-burn is its favorable tax treatment (which might end).

FCTC declares their goals are diametrically opposed to those of industry, and spend as much energy focusing on attacking industry as on all anti-smoking policies combined. In some sense this is good news, because it slows them down a lot. But it makes them entirely reactionary, defining their policies in terms of industry actions: Whatever “the industry” tries to do, FCTC tries to interfere with. This is especially true for the major tobacco companies, which is to say, the companies that have introduced heat-not-burn devices. It does not matter to FCTC that people, not companies, want and use heat-not-burn; in their mind, attacking heat-not-burn use is attacking PMI and BAT. Consumers are an afterthought for them, at best.

One might hope that FCTC’s relative silence suggests they are not entirely opposed to a low-risk product that replaced almost 20% of the smoking in Japan and has made impressive inroads in other countries. But keep in mind that they did not get around to seriously attacking e-cigarettes until the last couple of years. They are slow, not flexible.

Amusingly, some of FCTC’s most emphatic policy recommendations focus on setting up research centers, what someone might call spy agencies, devoted to reporting on industry activities in a particular country or region. FCTC calls this “monitoring,” and the goal is to strangle innovations in their crib and be ready to “respond to myths created by the tobacco industry” (by which they mean “contradict anything said by industry, regardless of whether it is true or not”). The obvious subtext is “we blew it on e-cigarettes, and are only now managing to trick people into believing they are dangerous, so we have to get ahead of the next innovation.”

Of course, they already failed to do that with heat-not-burn. These are not good spy agencies. Their expensive monitoring efforts would have been more effective if they just had on staffer whose job it was to read Twitter.

Still, whatever industry wants to sell, FCTC will want to stop, and they will probably get organized about heat-not-burn over the next year. Their catch-up playbook is easy to predict based on what happened with e-cigarettes. It includes pressuring countries where the products are not yet popular to preemptively ban them, spreading disinformation about risks from the products, and demanding that all anti-cigarette efforts be expanded to cover the new product. Indeed, they will probably push for anti-cigarette efforts to be redirected to focus more on the low-risk product than on smoking.

The only policy area in which the FCTC agenda differentiates among tobacco products is smoking place bans, because the ostensible goal is trying to protect people from environmental smoke (never mind that their policies do not really protect people). They will inevitably lobby governments to include heat-not-burn products in all smoking place bans, even those that do not cover e-cigarettes.

To finish on a more optimistic note, regulators in many rich countries are much friendlier with big corporations than with their smaller competitors. FCTC hates PMI and BAT far more than they hate the independent vapor sector (though they are quite happy to destroy the latter also). US FDA, by contrast, has an institutional preference for dealing with big companies who can navigate the agency’s kafkaesque procedures. They would prefer to eliminate small vapor product companies (and are on a path to do so) and deal only with the majors.

FDA recently approved the sale of BAT’s current Eclipse heat-not-burn products, based on them being “substantially equivalent” to long-extant, though barely noticed, RJR products (as of last year, RJR is a wholly-owned subsidiary of BAT). They did not have to do this, and have denied “substantial equivalence” applications by smaller companies for reasons that could have been used in this case.

On the other hand, FDA is still sitting on PMI’s application to sell iQOS as a “modified risk tobacco product,” a more onerous approval process than “substantial equivalence.” They are already in violation of the legal deadline for responding to the application, and anything could happen. But the Eclipse approvals bode well. Positive outcomes can be expected in rich countries with self-confident regulators (and thus ignore FCTC pressure) who have a cozy relationship with big business. Unfortunately, most of the world’s smokers have little protection from the FCTC.


As passionate as we are about reduced risk products Heat Not Burn UK will campaign strongly for your own personal right to choose when it comes to harm reduction, as we believe the more options out there the better.