Look at all these rumours, surrounding me every day
It looks like Japan Tobacco are going to be releasing a new Heat Not Burn product later this year, if news reports are to be believed. Japan Tobacco is one of the world’s leading tobacco companies, producing famous cigarette and hand rolling tobacco brands including Camel, Silk Cut, Winston, Old Holborn and Amber Leaf. Seeing global cigarette sales on a downward trajectory throughout most of the developed world they have announced that they will be bringing out a new Heat Not Burn device.
Japan Tobacco must be really concerned at the success of the iQOS in their home territory, where it has proven to be incredibly popular. Sales of HnB products in Japan are massive, leading to an analyst predicting that HnB products will account for a quite astonishing 29% of Japan’s tobacco market this year – up from 16% in 2017. Japan Tobacco did release the Ploom Tech Mevius in mid-2017, but obviously they are not putting too much faith in that or they wouldn’t be aiming to bring out another similar product so soon afterwards.
One of the reasons that Heat Not Burn products are so popular in Japan is because of Japan’s crazy attitude towards e-cigarettes, which are to all intents and purposes banned. There could be many reasons for this absolute madness, including the fact that the government owns at least one third of Japan Tobacco, and they don’t want to lose even more revenue to those pesky e-cigarettes.
Things can only get better
Here at Heat Not Burn UK we think it is great that there is potential for another HnB product to be released, because we believe that the more devices there are on the market the more this competition will drive forward innovation. Just like in the early days of e-cigarettes, when most of the products were bloody awful, the technology will only get better as time goes by, exactly as it has done in the global vaping market. Will this new Japan Tobacco device be better than the iQOS or Glo? Currently we don’t know the answer to that question, as details are extremely scant, but Japan Tobacco have said they will be investing a staggering $917 million on the development and production of reduced risk products (RRP) over the next three years, so you would expect it to be pretty good, wouldn’t you?
One thing for sure is that we are going to be in for some very interesting times, seeing the big players all bringing out new devices; it can only enhance the whole HnB experience for the consumer, which is a very good thing, and we will be here as usual bringing you all the very latest info.
Anti-nicotine zealots chose safety as their main battleground on e-cigarettes, and it didn’t work out too well for them. Now they seem to be doing the same again with Heat not Burn. Will it be more effective this time? Probably not.
We’ve already seen a lot of research from PMI on the safety of their iQOS device. Now British American Tobacco have released their own work on Glo, which is currently on sale in Japan and South Korea. Glo works on the same concept as iQOS, delivering vapour from heated tobacco that’s held in a cigarette-like stick, and the only real difference in the technology is that Glo heats its sticks to a lower temperature. That means we wouldn’t expect to see a huge difference in its vapour compared to iQOS – and, sure enough, we don’t.
Science and smoking
What BAT were interested in was the potential of Glo vapour to cause DNA changes in human cells. Damage to DNA can kill a cell – but, even worse, it can also cause cancer by making the cell grow and divide abnormally. Smoking is known to cause damage to thousands of genes; the question is, how does Glo compare?
Recently there’s been a lot of criticism of studies that use human cell cultures to measure the effects of e-cigarette vapour. This criticism is well aimed, because while the cells might be the same as the ones in a real human body, they don’t benefit from all the body’s layers of defence systems and repair capabilities. In a living body, damaged cells are quickly repaired or ejected; this doesn’t happen in a petri dish.
For their own trials BAT decided they could do better than that. Instead of a simple culture they used an actual simulation of a human airway. Known as MucilAir, it’s grown in a laboratory from cloned human cells and it replicates the body’s own defence mechanisms. The culture can produce mucus, to clear away contamination, and is covered in hair-like cilia like the ones human airways use to expel dust and particulates.
With the experimental tissues set up, BAT’s scientists then programmed a smoking machine to mimic the way people actually use Glo. This is another frequent problem with research into reduced-risk tobacco products – researchers set up their equipment to work in unrealistic ways. Several studies on e-cigs have turned out worthless because the machinery took puffs that were too long and too close together, producing dry hits and high levels of toxic substances that no real vaper would ever experience.
To carry out the actual experiment the machine produced vapour from the Glo and exposed the cells to it continuously for one hour; as a control, a second sample was exposed to smoke from a standard cigarette. Then, 24 hours after the experiment, cells were harvested and broken down to extract their DNA; which was then examined for changes. The process was repeated after another 24 hours to check for damage that took longer to show up. Then the results for Glo were compared with those for the cigarette.
Does Glo cause cancer?
The difference was dramatic. After 24 hours cigarette smoke had caused observable changes in 2,206 genes; Glo vapour had affected one. By 48 hours 2,727 genes were showing a reaction to the smoke, while all genes from the Glo sample were normal. After the researchers adjusted the figures to get a worst-case scenario Glo was still only affecting two genes, while smoke affected 2.809.
It’s obvious from this that Glo’s heated tobacco vapour has much less effect on DNA than cigarette smoke does – in fact, it would be interesting to see a comparison between Glo vapour and city air. So why are BAT insisting that “these results do not necessarily mean this product is less harmful than other tobacco products”? The reality is that’s exactly what these results mean, but heat not burn is in a complicated legal position just now. Philip Morris are still hoping their iQOS will be classed as a reduced risk product by the US FDA, which would allow them to advertise it as less harmful; Glo hasn’t reached that stage yet. Until it does we can expect BAT to be very cautious about what they say, to avoid any damaging legal challenges.
The reality, however, is that this is great news for heat not burn. The gene changes caused by cigarette smoke are known to be linked to lung cancer, as well as fibrosis and inflammation of lung tissue. The new research – which has been peer reviewed, and will be published in the medical journal Scientific Reports – shows that Glo is not causing these changes.
While the health effects of cigarettes are complicated, some things are quite simple. If Glo isn’t causing the gene changes that lead to cancer, it’s not going to give you that type of cancer. That doesn’t mean there are no health risks at all – we can’t say that about anything – but what we can say is that many of the ways cigarettes cause cancer just aren’t possible with Glo.
Earlier research into Glo shows that levels of toxic substances in the vapour are between 90% and 95% lower than in cigarette smoke. That fits together well with the new study. There isn’t a simple relationship between levels of a chemical and the effects it has. Some people make wild claims, such as “There’s no safe level of cigarette smoke!”, but the truth is there’s a safe level of anything. There’s a safe level for things like cyanide and arsenic. It might be a very low safe level, but it exists.
We’re probably fine
My guess – and it is a guess, but a reasonably informed one – is that the level of toxic chemicals in Glo vapour is low enough that it’s below the threshold where it’s going to do any harm. It seems reasonable to believe, based on the evidence we have so far, that using Glo or a similar product is going to eliminate most of the risks of smoking. Common sense backs this up; it isn’t nicotine or even tobacco that kills smokers – it’s smoke. Glo isn’t producing any smoke, so it’s sensible to assume we’re not going to see the same problems.
The last thing to say about this research is that it’s going to be attacked because of who carried it out. We’ve seen that already with research on iQOS, just because PMI paid for it – they didn’t even do the work themselves. BAT have tested Glo in their own labs, but they’ve handed over the data for peer review and it’s been approved of by experts. That won’t stop people attacking it, but they’ll attack the source because they can’t attack the data itself. So far the science is looking good for heated tobacco products, and that’s what counts.
Reviewing new Heat not Burn products isn’t exactly a high-pressure job. It’s not like e-cigs, where there are dozens of new devices and liquids every week. In fact there are only a handful of mainstream HnB systems right now, although the number is slowly growing as the technology becomes more popular. Still, it’s an exciting event when something new appears, so I was pleasantly surprised when an iBuddy i1 turned up in my mail last week.
The iBuddy is a stick-type device, the same concept as iQOS and Glo. Maybe more importantly, it’s also a sign that Chinese companies are taking an interest in HnB. Most of the products we’ve looked at so far are made by the tobacco industry or companies who’ve been making loose leaf vaporisers for a long time, but this one isn’t. iBuddy is a Chinese company based in Shenzhen, the province that’s home to most of the big vaping manufacturers, and so far they’ve mostly made e-cigs. Now they’ve branched out into heated tobacco products.
Earlier iBuddy products look like clones of popular e-cig models, but that’s not the case with the i1. This is an original design, and while the concept is familiar the device is totally new. It doesn’t look anything like either Glo or iQOS, although it has a lot in common with them. Because it’s an independent product it also hasn’t gone through the usual years-long evaluation and test market process that its rivals have; you can simply order one from China and it’ll turn up in the post.
The other interesting thing about this device is the tobacco sticks it uses. iBuddy have, sensibly, decided not to develop their own sticks. That would cost money, and setting up a distribution network would cost even more. Instead they’ve designed the i1 to use PMI’s Heets, which are already available in many countries. PMI probably won’t be too upset by that, either; if someone buys an iBuddy they’re not buying an iQOS, but they will be buying Heets.
Would anyone actually buy an iBuddy instead of the PMI device, though? Good question! Let’s have a look at it.
The iBuddy is nicely presented, in a solid box with two plastic trays inside. The top one contains the device itself. This is a bit longer than an 18650 battery and fits neatly in the hand. It’s very light, and seems to be mostly plastic, but it feels fairly solid. The front and back have a rubberised anti-slip finish that gives the device more of a quality feel. It’s quite simple, too. There’s a metal button on one side, and a plastic slide at the other. A row of three small LEDs on the front show battery charge and heating status, there’s a hole at the top to take a Heet, and a micro-USB charging port at the bottom. According to iBuddy the built-in battery has a 1,800mAh capacity, and its performance suggests it certainly isn’t any lower than that.
Under the device is a comprehensive instruction booklet, and below that is another tray that contains a USB cable, cleaning brush and some alcohol-soaked cotton buds. That’s it for the package contents, but then apart from a box of Heets it’s all you need.
Plugging it in lit up all three LEDs, showing that the battery was already fully charged or close to it. I left it for a while just to top it off, then opened a fresh pack of Amber Heets and started playing.
The first difference I noticed is the way the device is loaded. With both iQOS and Glo – and apparently KT&G’s new Lil, although we haven’t been able to get our hands on one yet – the stick is loaded straight into a fixed chamber. The iBuddy has a removable holder that can be ejected by pushing up the slide on the side of the device. You don’t have to take it out to load or remove a stick, but I’ll come back to that. I found that the easiest way to load a Heet is to leave the holder in place and insert the stick. They go in easily, with just a little resistance for the last half inch.
To use the iBuddy you just have to press the button to wake it from standby, then hold it down for three seconds to start the heating process. The right-hand LED starts blinking red to show that the heater is running; when it stops blinking and glows a steady red, it’s ready to vape. It heats up quickly – I timed several sticks, and they were all ready to go in under twenty seconds.
So, with the tobacco heated, it was time to take a puff. The iBuddy might be a lightweight device, but the heating element and airflow certainly seem to be up to scratch. With Amber Heets it delivered a satisfying amount of vapour; I would say it’s competitive with iQOS and Glo. The heater is controlled by a puff sensor that allows 16 puffs on a Heet, then shuts down; the LEDs blink as a warning that you have a few seconds left to snatch a last puff. Once the heater switches off the iBuddy will quickly go back into standby.
It was at this point that I found out why the iBuddy has a removable Heet holder. When I’d finished the first stick I just pulled it straight out, which works fine with similar devices. A while later I tried to load a new Heet, and it wouldn’t go in. This was a puzzle, but then I happened to notice something odd about the first one. Imagine my surprise when I realised I was holding a filter and empty paper tube. The contents were still in the holder; once I’d ejected it I was able to get the tobacco out by blowing through the hole at the bottom.
Examining the roll of tobacco, and then shining a light into the hole in the device, soon gave an explanation. The iQOS heats the tobacco with a blade that pierces the end of the roll; the iBuddy has a spike. It’s a fairly substantial spike, which probably helps the performance, but it also gets a good grip on the tobacco and doesn’t really want to let go. If you just grab a used Heet by the filter and pull it out, more often than not the tobacco will stay on the spike. Ejecting the holder helps, but it’s not infallible – the tobacco still stays in the holder at least once every five or six sticks. This isn’t a massive issue, but it is a bit annoying – especially when you blow a roll out of the holder and it disintegrates, spraying strands of tobacco all over your keyboard.
Despite this problem I was able to give the iBuddy an extensive trial, using it for several days – including one day when I didn’t use anything else – and it does the job. The vapour is satisfying, and battery life is good – better than iQOS, and similar to Glo. After using a full pack of twenty Heets on a single charge, one of the three LEDs was still lit, showing more than 25% charge remaining; I’d say that, unless you’re a very heavy user, you should be able to get a full day’s vaping out of a full battery.
Given the choice, would I personally take the iBuddy over an iQOS? No, probably not. That’s mainly down to the bother of having to clear tobacco out of it every few sticks. It does get irritating, and for me the superior battery life doesn’t quite compensate for that. It also feels a lot less robust overall; it’s so light that I’m pretty sure the whole body is made of plastic, and it just doesn’t have the solidity of its competitors. It’s by no means a bad device though, and it does have another advantage – price.
Officially the iBuddy i1 sells for $69.99, but you can find it online for $45.99 – a bit under £35. An iQOS is going to cost around twice that. If you’re on a tight budget, or want to try Heat not Burn without investing in an iQOS just yet, the iBuddy could be what you’re looking for.
Yesterday was an important day for PMI’s iQOS device, and for the whole future of Heat not Burn in the USA. Following a long bureaucratic process an FDA advisory panel discussed, then voted on, PMI’s claim that iQOS is a Modified Risk Tobacco Product (MRTP), a decision that could decide whether or not it goes on sale in the United States. It went better than it might have done, but unfortunately the results were still disappointing.
PMI submitted their MRTP application in December 2016; the reason it’s taken so long to come to a vote is that the application came to over a million pages of data. Achieving MRTP status would be a significant advantage for iQOS; it would allow PMI to market the product as less harmful than cigarettes, and to alter the warning labels on packaging to make clear that it’s a safer alternative. The final decision on granting MRTP status will be made by senior FDA management, probably some time in the next few months – and, while they’re free to ignore the recommendations of the advisory panel, they rarely do.
What was decided?
Yesterday’s panel voted on three issues. Firstly, have PMI proven that switching to iQOS will cut the risk of developing a smoking related disease? Secondly, is using iQOS healthier than continuing to smoke? Finally, does switching to iQOS reduce exposure to harmful and potentially harmful chemicals? In a slightly confusing mixed decision the panel rejected the first two claims, but voted strongly in favour of the third.
On the first question, reducing the risk of smoking-related disease, eight of the panel’s nine members voted that PMI hadn’t provided evidence for this; the last member abstained. The main issue seems to be that most of PMI’s clinical testing was carried out on rats, and the panel want to see results from human tests. To be blunt about it, this is not very reasonable. iQOS is a relatively new product, so there hasn’t been time for long-term trials on humans.
However, when it comes to the chemicals involved in iQOS vapour, this isn’t exactly a leap into the scientific unknown. All the potentially harmful substances found in iQOS vapour are also found, at much higher levels, in cigarette smoke – and of course the most harmful ingredients of smoke, carbon monoxide and tar, aren’t found at all.
On its own the panel’s rejection of this claim isn’t too surprising, although it’s certainly not justifiable. The FDA has a huge institutional hostility to tobacco products; even Swedish snus, which appears to pose no health risks at all, hasn’t been able to make its way through the MRTP process yet. However, put the decision into context with the FDA’s finding that PMI are right about iQOS users being exposed to fewer, and less abundant, toxins and it makes no sense at all. After all, it’s exposure to these chemicals that causes smoking-related disease, so if the chemicals are reduced or eliminated the risk of disease will fall. That’s basic toxicology – “The dose makes the poison”. This isn’t exactly a radical idea either; it’s been universally accepted since Paracelsus wrote it in 1538.
Exactly the same applies to the panel’s decision that using iQOS hasn’t been proven healthier than continuing to smoke. If they accept that the vapour is far less toxic than cigarette smoke – and they did, by eight votes to one – then why not also accept that inhaling vapour is much less risky than inhaling smoke?
So what’s going on?
On the face of it the panel rejecting two of PMI’s claims, but accepting a third that backs up the first two, doesn’t make any sense. After all the reduction in harmful chemicals is the whole point of iQOS, and the reason behind it is to reduce risks.
It does start to make sense if you look at it from an ideological, rather than a scientific, perspective. The panel can’t really argue with the fact that iQOS vapour has a fraction of the problematic chemicals found in tobacco smoke; that’s hard data, collected by independent labs and published in peer-reviewed journals. It cannot be disputed. Denying it is equivalent to Flat Earthism, so it’s actually impressive that only one member of the panel went down that road.
On the other hand, the claims about reduced risks to health are tentative. They’re based on the best analysis of the data, but – hypothetically, at least – they could be wrong. They aren’t, of course; that would require what tobacco control expert Clive Bates called “a novel and implausible theory of the human body”. But, nevertheless, the panel seem to have seized the chance to show how much they hate the tobacco industry.
As annoying as it is, the panel’s conclusions aren’t the end of the road for iQOS. When the FDA makes its final decision there are still two open questions. One is whether or not to grant MRTP status anyway, despite the vote. Recommendations from the advisory panel carry a lot of weight, but the agency can disregard them. It’s definitely possible that under director Scott Gottlieb, who at least on paper is committed to harm reduction, they’ll decide to grant it.
Even if they don’t award MRTP, the FDA can decide to let iQOS go on sale anyway. In that scenario the packaging would have to carry standard health warnings and PMI wouldn’t be able to market it as a safer option, but word would get round anyway and we could expect to see a lot of smokers make the switch. iQOS is demolishing the cigarette market in Japan at an impressive rate and there’s no reason why it couldn’t do the same in the USA; it would be hard for even the USA to object to that.
The worst case scenario is that Gottlieb decides not to allow iQOS to be sold in the USA. That seems unlikely, but if it does happen the result is likely to be disastrous for HnB in America. PMI have spent a vast amount of money preparing this application, and if it’s rejected on openly ideological grounds it’s hard to see other companies lining up to apply. There’s a lot of lives hanging on the FA’s decision, so let’s hope that unlike their advisory panel they get it right.
Here at Heat Not Burn UK as we have said before we are very interested in all kinds of heat not burn products from all around the world. Well we have managed to find a heated tobacco product from China that is called the iBuddy i1, and it is an interesting bit of kit.
It is supposed to come with some “iBuddy sticks” that are specially designed for the unit but so far we haven’t been able to find any! Now as luck would have it the tobacco sticks from the iQOS actually fit into the iBuddy. What are the odds of that happening? In truth we have a sneaking feeling that it was designed for the HEETS that go with the PMI iQOS, we would like to be proved wrong so if any of our readers have actually seen any then please let us know.
Our effervescent staff member Fergus has managed to do a excellent unboxing video where we will show you what the iBuddy i1 is all about and what exactly comes with the kit. How will it measure up to the iQOS? Wait and see in our next video in a couple of weeks time.
Here at Heat Not Burn UK we are very passionate about harm reduction and that is one of the reasons that we have embraced the iQOS more than any other heated tobacco device, it is in our own humble opinion the best heated tobacco device currently on the market bar none.
Well we have now teamed up with a very good UK dealer and are able to offer up a fantastic deal on the PMI iQOS.
The deal we are able to offer is a complete iQOS starter kit in either navy or white complete with 5 packs of HEETS (100 sticks) for the fantastic price of only £89. The R.R.P of the iQOS is £99 and the cheapest you can get HEETS for is around £7 so this deal would normally be retailing at around £134 but right here on this website you can get that all for just £89.
If you are fed up of smoking traditional cigarettes then this is the perfect opportunity to take advantage of a great offer. PMI (Philip Morris International) already know that the traditional cigarettes days are numbered, why not come and join the revolution?
All iQOS starter kits are genuine, come with a one year “no quibble” guarantee, our shipping is very quick and our customer service is second to none, what’s not to like?
As for the HEETS they are available in 3 different flavours: Amber is for the smoker who prefers the full strength taste, yellow is more of a smoother flavour and for any fans of menthol then our Turquoise HEETS are perfect!
In the last post we talked about New Year resolutions and how switching to heated tobacco might be one of yours. That turned out to be quite prophetic, because somebody else made a resolution that features HnB products, and they didn’t exactly keep it quiet either. That somebody was Philip Morris, the world’s largest and most successful tobacco company, and they announced their resolution with a series of full-page ads in major newspapers.
On the 2nd of January, a large PMI advert appeared in three of the UK’s best-selling papers, The Times, The Sun and The Daily Mirror. To say it was attention-grabbing doesn’t really do it justice. The banner headline read:
OUR NEW YEAR’S RESOLUTION
WE’RE TRYING TO GIVE UP CIGARETTES
Just to make sure everyone got the message there was a big, bold PMI logo at the bottom of the ad, which certainly must have piqued a lot of people’s interest. After all, PMI are pretty much famous for one thing, and that thing is selling cigarettes. So why on Earth would they want to give them up?
If you read on, you’ll find out. The next line says “Philip Morris is known for cigarettes. Every year, many smokers give them up. Now it’s our turn.” That doesn’t leave a lot of room for doubt – PMI are saying, very clearly, that they want to stop selling cigarettes.
Predictably, this has sparked a lot of comments. Many people are very supportive – we at Heat not Burn UK are, for example. So are most libertarians, many vaping advocates and at least one major tobacco control group, the Foundation for a Smoke-Free World.
Equally predictably, not everyone is so happy. A whole alphabet of agencies, pressure groups and nanny state advocates are jumping up and down, squeaking in outrage. How very dare Philip Morris say they’re going to stop selling cigarettes! Isn’t it awful that they’re allowed to say such horrible things?
Well, maybe not. Let’s look at exactly what PMI are proposing, seeing as they helpfully listed it all in their adverts:
Launch a new website, with an associated marketing campaign, to give smokers information on how to quit and what safer alternatives are available.
Offer support to smoking cessation services in areas where smoking rates are highest.
Put a card with information on how to quit or switch to a safer product in packs of cigarettes.
Make more safe alternatives available to British smokers.
Of course PMI have already spent more than £2.5 billion on the last of these, and the first products are on sale in the UK right now – iQOS and the Mesh e-cigarette. Over the next year or two more will follow, including at least one more heated tobacco product and a completely different one that uses chemical reactions to create a nicotine mist.
So what’s the problem? Why are people like Deborah Arnott, the perpetually outraged CEO of Action on Smoking and Health, so angry that PMI are willing to spend a lot of money helping smokers to quit? Well, that’s where it gets complicated. There seem to be two main themes at work here, so let’s look at those.
PMI don’t mean it!
The first objection is that Philip Morris don’t really mean it. After all, if they want to stop selling cigarettes they could just stop, couldn’t they? In fact tobacco control come out with this argument every time a tobacco company does anything related to harm reduction or alternative products – “Why don’t you just stop making cigarettes, then?”
Well, mostly because it’s not that simple. Last Tuesday, when the PMI advert appeared, the BBC asked a company spokesman the same question, and it got an obvious answer: Basically, “Because if we stopped selling cigarettes tomorrow, smokers would just buy them from someone else.”
I suppose you could argue that if all the tobacco companies stopped selling cigarettes there would be nobody else to buy them from, but let’s be realistic here: There’s a large, organised criminal industry making counterfeit cigarettes already, despite the tobacco companies selling over five trillion real ones every year.
Just imagine what would happen if the legitimate supply dried up. Does anyone seriously think all of the world’s one billion smokers would just quit? Not a chance; most of them would start buying on the black market. The people who run that black market would become, overnight, the richest and most powerful criminals in the history of the world. Cocaine, heroin, even America’s Prohibition-era bootleggers would pale into insignificance.
There’s another point, too. Tobacco companies have a legal duty to their shareholders to make a profit, so if they all trashed their businesses tomorrow they’d go to jail. Meanwhile the pension funds who are the biggest owners of tobacco shares would collapse, leaving millions of pensioners in poverty. The economic damage alone could trigger another global recession.
So, for a couple of reasons, PMI can’t just stop making cigarettes. It’s only going to work once the majority of smokers have either quit or switched to reduced risk products, like Heat not Burn or e-cigarettes. Philip Morris have already spent a lot of time and money encouraging that, and now they’re offering to spend more.
It’s against the rules!
Arnott also claims that PMI’s second proposal – offering support to stop smoking services – is illegal. The basis for this claim is that under Article 5.3 of the WHO’s tobacco control treaty, governments aren’t allowed to accept donations from the tobacco industry. This obviously looks like a problem, except for one tiny detail: Somebody is lying here, and it isn’t PMI.
Article 5.3 says no such thing, and Deborah Arnott knows that. All the article actually says is that any interaction between government and the tobacco industry must be transparent, so as long as PMI are supporting stop-smoking services openly there’s no problem. I’ve met Arnott more than once and it would be safe to say she is not my favourite person (I’m not hers, either), but it’s still unpleasant to have to state that she is being completely dishonest here.
Arnott says that, instead of donating to stop smoking services, tobacco companies should be forced to give the government more of their profits. It’s not hard to guess why: ASH has lost a significant amount of its government funding in the last year, and its response has been to push for a Tobacco Levy. This would be an extra tax on the industry, with a big chunk of the proceeds going to – you guessed it! – ASH.
Back to reality
The truth is, it’s not hard to understand why PMI are serious about moving to safer products. Why wouldn’t they be? There’s obviously a demand for safer ways to use nicotine – just look at the way vaping has taken off in the UK, and how fast iQOS is growing in Japan. If PMI don’t sell those products they’ll lose out to companies that do, and if they are selling them, why not work to steer customers towards them and away from the more dangerous ones?
What it comes down to is that smoking isn’t good for you, and everyone knows that. The tobacco companies know it, although they denied it once – but that was decades ago and the people who did it are all long gone. Arnott knows it; after all, she’s made a lot of money telling people. You know it, too; that’s why you’re on this site reading about safer products.
Heated tobacco, and other reduced-risk products like e-cigarettes, have turned the world of tobacco control upside down. Now we have Philip Morris offering to spend their own money to help people quit smoking, while the old guard like Deborah Arnott shout abuse from the sidelines because it’s not all about them anymore. At Heat not Burn UK we’re just interested in safer alternatives to smoking, and we’re on the side of anyone that makes them available. So well done on your New Year’s resolution, PMI – we’re sure you’ll do all you can to make it happen.
So the first of January is almost here, and most of us will be thinking about New Year resolutions. What are we going to do better in 2018? If you’re a smoker, it’s pretty likely that your resolution is to quit the habit. Every year, about 9% of British adults say their New Year resolution is to quit smoking – that’s more than half of all Britain’s smokers.
The problem is, most of them won’t succeed. In fact most won’t even try very hard to quit smoking because, whatever health campaigners say, most smokers don’t really want to quit. They know they should quit, but that’s not the same as actually wanting to. The truth is, smokers usually enjoy it. They like the taste, they like the effects of nicotine and they like the social aspects of it. For many people the positives outweigh the harm, especially as that’s all uncertain and probably years in the future.
Obviously, if smokers enjoy the habit and only feel they should quit because of the health risks, there’s a place in the market for something that’s just as enjoyable but doesn’t have the risks. That’s why e-cigarettes have grown so quickly; a quarter of British smokers have now started vaping, and more than half of those have switched completely.
The problem is, vaping doesn’t work for everyone. Some ex-smokers like the variety of flavours you can get, but others want something that tastes like their favourite cigarette – and there’s no way to do that with an e-cig. It just isn’t possible to recreate the flavour of burned tobacco. The devices can also be quite fiddly, especially if you want good performance. The best e-cigs need a bit of work to get the coils set up properly and the liquid blended to your taste. Even the simplest ones aren’t quite as simple as smoking.
That’s where Heat not Burn comes in. Because HnB products use actual tobacco, instead of a flavoured liquid, they can get much closer to the taste of a real cigarette. The tobacco isn’t actually burned, of course, but it’s still heated enough to recreate the flavour very closely. The latest HnB devices are also very simple to use – sometimes exactly the same as a cigarette; you just take one out the pack and light the end.
So HnB can match the taste, sensation and convenience of smoking, but how does it stack up in terms of health? There’s been a lot of debate about that, because the products are so new, but this year we’ve seen some data starting to appear – and it’s all looking like good news.
How safe is HnB?
It isn’t nicotine that causes the health problems associated with smoking. It isn’t really tobacco, either. It’s smoke. When you burn something you create a whole list of toxic by-products. If it doesn’t burn with perfect efficiency – which is almost never will – the worst chemical that gets created is carbon monoxide. This is what causes almost all the heart disease in smokers.
As well as carbon monoxide, burning tobacco produces tar. This isn’t the same as the tar that goes on the roads, but it’s close enough – dark, sticky and oily. Tiny droplets of it boil off from the burning tobacco and condense in your lungs. Unfortunately, tar is riddled with chemicals that cause cancer and other lung diseases.
Tar and carbon monoxide are both bad for you, but there’s something else they have in common and you probably spotted it – they’re produced by burning. With Heat not Burn the clue is in the name – they don’t burn anything. That means there’s no tar and no carbon monoxide – and, right away, most of the danger of smoking is eliminated.
You’ll hear people say that, because HnB products are so new, there’s no way to know how safe they are – and they might be even worse than cigarettes. That simply isn’t true. Science has come a long way in the 140 years since modern cigarettes were invented, and the vapour from the latest HnB devices has already been very thoroughly studied. Right now, experts are saying that it’s about as safe as e-cigarette vapour, and the best estimate is that e-cigs are at least 95% safer than smoking.
Does it work?
So HnB is very similar to smoking, but a lot safer. But does it really work as an alternative? Yes it does. The most popular device right now is PMI’s iQOS, which was released in the UK just over a year ago. It’s been on sale in Japan for nearly two years – and it’s already made a huge difference to smoking rates. In the first half of this year alone cigarette sales fell by 11%, as millions of smokers switched to HnB. That figure is probably a lot higher by now, and PMI are saying that over 70% of Japanese smokers who’ve tried iQOS have quit smoking by completely switching to it.
Heat not Burn has been tried before, but it’s never really worked out. Two things have changed that. One is that, thanks to vaping, most smokers are now more willing to at least try an alternative; the other is that the technology is just better now. iQOS really works, and BAT’s rival Glo is likely to appear in British shops next year. There are other new products on the way, too. Before long there will be a range of HnB options for any smoker who wants them.
There’s no doubt that quitting smoking is one of the best things you can do for your health, but for most smokers it’s not easy; they struggle to quit, most will fail, and even those who succeed are likely to miss it. If you’ve decided to make quitting your New Year resolution for 2018, but you’re not really looking forward to the attempt, maybe it’s time to try something smarter. Instead of putting yourself through the misery of withdrawal, go for a solution that lets you keep the positive aspects of smoking but eliminate almost all the risk.
Quitting is hard; switching to Heat not Burn is easy, because you’re not really giving anything up. If you think it’s time to stop smoking, but you’re not exactly bursting with enthusiasm at the thought, grab yourself an iQOS starter kit and get started. Don’t quit – upgrade!