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 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 completely switched 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!
Ever since the first Heat not Burn devices appeared, they’ve been controversial. Most of that controversy has come from politicians and the public health industry, who seem to have hated the technology right from the beginning. If you’re a vaper their complaints will be pretty familiar; HnB users haven’t really quit, they’re still addicted to nicotine, it’s just a different kind of cigarette, it’s all a Big Tobacco plot to get children hooked… you know the sort of thing. It’s all hyped up, it’s all alarmist – and it’s all untrue.
What is true? It’s true that Heat not Burn has the potential to make smoking go away. Public health say they want this to happen, but over the past few years they’ve been very hostile to any new alternatives to smoking. The cynical might think they’re more worried about protecting their jobs than helping smokers find safer alternatives.
This might explain why all the targets set by the traditional anti-smoking lobby are slightly unambitious. Currently the British government’s tobacco control plan – largely written by taxpayer-funded activists like ASH – aims to create a “smoke free generation” by reducing the smoking rate to 5% (it’s currently around 16%). Obviously a 5% smoking rate isn’t “smoke free” in any way that resembles reality, because 5% of the UK population is actually quite a lot of people, but that’s their target. According to the trend in smoking rates over the last few years, that target should be achieved around 2040.
Now that figure is being challenged from an unexpected source. A couple of weeks ago Philip Morris released a report produced for them by Frontier Economics, an analysis consultant. Frontier have looked at the data on smoking rates in the UK, examined the current trends and what’s driving them, and come to an interesting conclusion.
The government might think that they can achieve their 5% target by 2040, but Frontier and PMI are saying that, in fact, they could get there much sooner – by 2029, just twelve years from now. It might seem surprising to hear a tobacco company advocating a faster decline in smoking, but in fact PMI have been saying this for a while now. When I visited their research centre at the Cube back in April they were very open about the fact that they plan to move away from cigarettes as fast as possible, and that the future is in alternative products.
What about vaping?
The problem is that, right now, the most common alternative product in the UK is e-cigarettes – and it looks like they might be running out of steam. The number of vapers in Britain is still rising, and an ever-increasing percentage of them have switched away from cigarettes completely (just under half of UK vapers also smoke, down from 70% two years ago), but growth is slowing down. In 2014, 800,000 British smokers started vaping, but it’s likely that by the end of 2017 the year’s total will be just 100,000. The most likely reason for this fall is that smokers have been scared off by false claims about health risks.
Now PMI say that it’s possible to reach the “Smokefree” target eleven years early – but only if the number of smokers switching to safer alternatives starts to accelerate again, back to where it was in 2014. The question is, what alternative should they switch to?
E-cigarettes are still a popular option – according to Public Health England they’re now the UK’s top choice among smokers who want to quit. It’s possible that, if people like ASH stop talking nonsense about them, the number of smokers switching to them every year could rise again. On the other hand, it’s also possible they could be overtaken by Heat not Burn. In fact I think that’s very likely.
When it comes to quitting smoking, e-cigs have been a game changer. The number of smokers in Britain is falling faster than it ever has before, even though fewer people are buying nicotine gum or using NHS quit services. They’re not ideal for everyone, though. Some smokers find them too complicated; others just want something that tastes like their favourite cigarette.
Is Heat not Burn the future?
I think a lot of smokers who aren’t interested in e-cigs are going to be very interested in HnB, for a couple of reasons. Firstly, a device like iQOS isn’t as simple as a cigarette – what is? – but it’s a lot less complicated than a high-end e-cig. Secondly, HnB can recreate the taste of cigarette smoke almost perfectly and that’s important to a lot of people. Many vapers love the array of new flavours they can use, but there are also plenty smokers who just want something that tastes like the smoke they’re used to. E-cigs are never going to recreate that flavour – they just don’t work that way – but PMI have spent a lot of money making sure iQOS tastes as much like a Marlboro as possible, and it’s paid off.
If you want to see how well it’s paid off, just look at Japan. iQOS launched there three years ago, and as of last month it’s taken 13.3% of the country’s nicotine market. It’s already broken even, paying for the enormous cost of developing it, and it isn’t even on sale in most countries yet. E-cigs have been growing fast, but not that fast.
It doesn’t stop with iQOS, either. As well as its direct competitors, like Glo and the new Lil from KT&G, there are more products due on the market soon. A couple of paragraphs back I asked what’s as simple as a cigarette. Well, PMI’s next product is. Using the same concept as RJ Reynold’s Revo, but apparently working much better, these are exactly as easy to use a cigarette. Just take it out the pack, light the end – which contains a charcoal heating pellet – then, when you’re finished it, stub it out in an ashtray. If it works as well as PMI are hoping, this could be even bigger than iQOS.
There’s a lot going on in the world of HnB right now, with new products appearing and existing ones being rolled out into new markets. There’s also a lot of opposition from the usual suspects in tobacco control, and that has the potential to put smokers off trying HnB for themselves. If we’re lucky, however, smoking could more or less disappear from the UK before 2030, and it won’t be plain packs or nagging health campaigns that do it; it will be e-cigs and heated tobacco products.
Back in April we looked at the latest research on the safety of iQOS compared to traditional cigarettes, and it looked very encouraging for heat not burn devices. Studies carried out for PMI by independent labs found that the vapour from an iQOS had much lower levels of toxic chemicals than cigarette smoke – in most cases, 90% or 95% lower. That’s impressive, especially considering that the tests looked at a much larger range of chemicals than any research done by public health groups.
The down side to this research was that it only looked at iQOS. Yes, that particular product is much safer than smoking, but does it apply to HnB in general? Realistically it’s going to be a while before we know that for sure, but this week some more results were released, this time by British American Tobacco. We recently did the first full UK review of BAT’s new Glo, their entry in the HnB market; now there’s some science to go with our impressions of this device.
Although research done by the tobacco industry in the past has had a bad reputation, things have moved on a long way since the 1960s. Companies like BAT know that anything they publish is going to be scrutinised in minute detail by activist scientists looking for the slightest hint of foul play, so they don’t take any chances. These days they’re scrupulous about following good research procedures and releasing details of their methods, so the research can be studied and replicated. How well are they doing at that? Well, all the criticism of PMI’s research on iQOS has been about where the money comes from; nobody has said a word against the science. That probably tells us all we need to know.
BAT seem to have been just as careful with their own research, which makes the results worth looking at. For a start, they didn’t just bodge up some shonky equipment, like one university did recently when they used syringes to collect vapour from e-cigs. Instead, they studied how people actually use Glo then programmed a robot smoking device to replicate that. Then they tested Glo, collecting the vapour for comparison with a range of other products.
In total seven products were tested:
Three conventional cigarettes, including the standard 3R4F reference cigarette used in most smoking research.
“Another THP (tobacco-heating product)”, almost certainly an iQOS.
“A hybrid product”, BAT’s iFuse
This is a good selection of products, covering all the main categories on the market right now. BAT also tested for a wide range of chemicals. They used the Health Canada testing method to collect vapour, because it’s one of the most thorough methods in use, combined with their own list of chemicals. The FDA test for 28 different toxins in cigarette smoke; the International Agency for Research on Cancer only measure fifteen. BAT’s list has 44 substances in it – not quite as extensive as the 58 that PMI look for, but still much more impressive than what most health researchers are doing.
Checking the chemistry
What’s really impressive is the results of all this testing. Unsurprisingly, most of the vapour from Glo consisted of water vapour and glycerine, which is added to increase the vapour output. That’s interesting, because when we looked at the innards of a NeoStik the tobacco in it looked much less processed than the contents of a Heet. Obviously, even though what the Glo is heating looks like normal cigarette tobacco, BAT have added a considerable amount of glycerine to it somehow. That doesn’t cause any worries, though; glycerine is perfectly safe to inhale.
The nicotine content of the vapour was about 62% of that found in cigarette smoke. This makes sense; using the Glo, it felt similar to a light cigarette, while the 3R4F cigarette is a full-strength blend. In any case, this sort of nicotine dose is close enough to a cigarette that it’s an effective replacement.
Moving on to the less welcome substances, the tests showed sharp reductions in all of them. The lowest reductions were for mercury, at 57.1%, followed by ammonia at 64.3%. Neither of these chemicals are at high enough levels in cigarette smoke to be much of a worry anyway, but any reduction is welcome. For the other 41 chemicals tested, 39 had a reduction of at least 80% and 36 saw levels reduced by 90% or more. Almost half had at least a 99% reduction. The total reduction in toxins was around 90%.
Does this mean it’s safe?
It’s worth pointing out that a 90% reduction in toxins is impressive, but it doesn’t tell the whole story. For example, the single most harmful chemical in cigarette smoke is carbon monoxide, and smoke contains a lot of it. The level in Glo vapour was 98.6% lower. Benzene is another major problem for smokers; Glo reduces the leve by 99.3%. Hydrogen cyanide – 98.8% lower. What this means is that while switching from cigarettes to Glo cuts total toxins by 90%, it almost certainly cuts the health risk by a lot more.
More good news from the study is that iQOS and the e-cigarette gave roughly similar results to Glo (although many of the toxins aren’t found in e-cig vapour at all).
Between this new research and what PMI have already released about iQOS, it seems obvious that HnB is much safer than smoking, and probably about the same as vaping an e-cigarette. A reduction in risk of at least 95% seems likely to be about right. Does this mean that switching to Glo cuts your risk of premature death by 95%? No – it almost certainly cuts it by a lot more than that. Jumping from a ground-floor window is about 95% less risky than jumping from a fourth-floor one, but the risk that’s left doesn’t mean your chance of dying drops from 50% to “only” 2.5%. It means that, if you’re really unlucky, you might twist your ankle.
If you need a final vote of confidence in BAT’s new research it’s just been published in a peer-reviewed medical journal, Regulatory Toxicology and Pharmacology. Peer review means a panel of experts have examined and decided that the experiments were good science and the data has been properly interpreted. Of course some extremists will refuse to accept it simply because it was funded by BAT, but open-minded people like our readers can find it here.
There’s one thing still missing, though. If heated tobacco products are really going to grab a sizable percentage of the cigarette market it’s important that their makers can show they’re safer than smoking. As we’ve mentioned before, common sense tells us they pretty much have to be a lot safer, because the tobacco isn’t being burned, but there’s a distinct lack of actual data. Isn’t anyone doing the research on this? It turns out the answer is yes.
Of course, you won’t see this research appearing in the medical journals just yet, because it’s actually being carried out on behalf of the tobacco industry. Philip Morris International have invested more time and money in HnB than anyone else, and a lot of that has gone towards looking into how much risk can be removed by switching from lit to heated tobacco. Some world-class laboratories have been asked to investigate how HnB is working and what that means in terms of health effects. Last week Heat not Burn UK got a chance to visit the Cube, PMI’s European research HQ at Neuchatel in Switzerland, to find out what’s going on.
How hot is too hot?
By now everybody knows that smoking-related diseases aren’t caused by tobacco; it’s the combustion process that creates the worst toxins and cancer-causing substances. Tobacco-free herbal cigarettes aren’t any better for you than Benson & Hedges, because you’re still inhaling burning plants. However, PMI have found out that making a safe HnB product isn’t as simple as not setting fire to the tobacco.
The tip of a lit cigarette, between puffs, is at between 600°C and 800°C; when you take a drag on it this rises to over 900°C. That’s the sort of temperature tobacco burns at. However, at much lower temperatures it goes through a process called pyrolysis, where it’s being broken down by heat but not actually burning. Pyrolysis starts at around 350°C, much lower than combustion temperatures – and pyrolyzing tobacco still gives off a lot of nasty chemicals. Not as much as burning it, of course, but probably still more than you really want to be inhaling.
So the trick to safe HnB is to heat the tobacco to just below the point where pyrolysis begins. If you were wondering why iQOS heats its sticks to 350°C when tobacco doesn’t start burning until hundreds of degrees above this temperature, now you know. PMI have opted for the highest safe temperature, where there’s little or no pyrolysis going on but the tobacco is still hot enough to generate a decent vapour. Because HnB products like iQOS, Glo and PAX 2 are electronically controlled it’s easy to get them to produce a constant temperature and avoid pyrolyzing or burning the tobacco.
Tracking the toxins
Obviously the big question is, what effect does HnB have on the levels of chemicals you’re inhaling? It’s unrealistic to insist on zero chemicals, because many of the toxins in cigarette smoke are very common substances. For example, smoke contains high levels of formaldehyde – but human bodies contain formaldehyde, too. Our metabolism produces it, and there are detectable levels of it in exhaled breath. What we’re looking for are levels that might not be zero, but are much lower than you’d get from a cigarette.
To test this, PMI analysed the smoke from a reference cigarette – this is a standardised cigarette used for lab testing – then compared it with the vapour from their two HnB products. One of these is iQOS; the other, known as Platform 2, hasn’t been released yet but works in a different way. What they found was that for every chemical they tested, levels were dramatically reduced in both HnB products. The highest levels were for ammonia, with iQOS having about half the level of a cigarette and Platform 2 around 40%. Is that enough to worry about? No; even cigarette smoke doesn’t have anywhere near enough ammonia to be an issue. For the other chemicals they tested levels were reduced by at least 80%, and in most cases 90 to 95%. Overall it looks like HnB eliminates more than 90% of the harmful chemicals found in cigarette smoke.
One impressive point about PMI’s research is that they’ve been extremely thorough. Different agencies have different lists of chemicals in smoke that concern them. For example the FDA have a list of 28 different substances; the International Agency for Research on Cancer’s list has fifteen. To be on the safe side, Philip Morris have simply combined everyone else’s lists; they test for fifty-eight different chemicals – far more than anyone else does.
Attention to detail
PMI aren’t just measuring what’s in the vapour; they’re also testing smokers who’ve switched to their HnB products to see how they compare with people who’ve either quit entirely or continued to smoke. What they’re doing here is looking to see if switchers’ blood chemistry is more like a smoker or a quitter. For every chemical they’ve tested – including carbon monoxide, benzene and acrolein – HnB users either have identical levels to smokers who’ve quit entirely or (for acrolein) the level is slightly higher than a quitter but much lower than a smoker.
At Heat not Burn UK we might not be scientists, but we do know how science is supposed to be done. The research that’s being carried out on the health effects of HnB is very good science. It’s extremely thorough and detailed. The actual analysis is being carried out by independent labs, which should deal with any accusations of bias. PMI are being completely open about the experimental methods, so anybody who has doubts can replicate the research themselves.
Why so modest?
That leaves one question: With all this research to back them up, why aren’t PMI shouting from the rooftops about how safe HnB really is? Most likely that’s down to an understandable wariness of being sued. If they say that iQOS is 90% safer than smoking, and then at some point in the future evidence shows it’s only 89.9% safer, how long is it going to be until swarms of Californian lawyers descend on them with a fistful of class action suits? Not long, probably.
So, for now, they’re playing a cautious game. The data is there, and steadily growing. Sooner or later it will be presented to some government agency, probably the FDA, and they’ll confirm that these products are much safer than smoking. That’s when the manufacturers will start publicising it. Until then we’re just going to have to rely on common sense.
Heat not Burn products are coming to the attention of a new audience – and that might not be good news. The World Health Organisation is gearing up for its latest tobacco control junket and, for the first time, heated tobacco products are on their radar. They haven’t attracted as much of the WHO’s dislike as electronic cigarettes yet, but this could be just a matter of time.
The WHO event is the Seventh Conference of Parties to the Framework Convention on Tobacco Control, which is a bit of a mouthful. Unsurprisingly it usually goes by the less awkward title of COP 7. The previous one, COP 6, was held in Moscow two years ago and attracted quite a lot of bad press. The organisers, who include the UK’s Action on Smoking and Health, seem to be somewhat paranoid, and they claim to be terrified that the tobacco industry will somehow manage to sneak observers in to find out what’s happening. Last year they avoided this risk by first banning all members of the public, in case any were Big Tobacco spies, then banning all members of the press.
As COP is funded from taxpayers’ money not everyone was happy about the oppressive secrecy, especially as some hints of what was going on did slip out. Although it was supposed to be a conference to set tobacco control policy, the reality is that no dissent from the organisers’ position was allowed. It’s been alleged that the health minister of a fairly large country was physically forced back into his seat when he disagreed with one of the proposals. Obviously it’s hard to say if this really happened or not, because any potential witnesses had been locked out.
They’re paranoid, and they are out to get us
This year’s event will be held in India, and it seems the paranoia has got even worse since 2014. The organisers are talking seriously about banning representatives of any government that’s involved with tobacco sales in any way, which is most of them. The Indian government itself might be shut out, despite paying to host the event.
So what does this have to do with heat not burn? The agenda for COP 7 was released last week, but for a couple of weeks before that there has been a sudden increase in interest among tobacco control activists. Anti-smokers have been asking questions about heat not burn on Twitter, mainly trying to find out what e-cigarette users think of it.
Some people were puzzled about this. Why ask vapers for their opinions about heat not burn? Obviously there are connections – both are alternatives to smoking – but they’re very different products. Surely it would have made more sense to ask smokers what they thought, but there was no sign of anyone doing that. Of course that could just have been the usual dismissive public health attitude towards smokers, but was there something more significant behind it?
As it turned out, yes there was. One of the documents the WHO released last week was their new position paper on electronic cigarettes, and as well as e-cigs it mentions heat not burn products. It’s not a big mention, but it’s there – just a single sentence about how the tobacco industry “has launched alternative nicotine delivery systems that heat but do not burn tobacco”.
Unfortunately the WHO has been extremely negative about e-cigarettes right from the start, and the tone of this new paper suggests they’re going to be exactly the same about HnB. This probably shouldn’t be a big surprise – the organisers of FCTC lost interest in keeping people healthy long ago. Their priority now is attacking the tobacco industry every chance they get, and heat not burn is an obvious target. After all the leading products are all actually made by tobacco companies, unlike most e-cigs. They contain tobacco, and some of them have well-known cigarette brands. It’s pretty much inevitable that HnB is going to be painted as another evil tobacco industry plot.
So does this attention from WHO mean heat not burn is doomed before it even has a chance to get off the ground? No, not really. Look at what’s happening with e-cigarettes. Yes, the USA and EU have introduced tough new laws – but they haven’t actually banned them, and that’s what the WHO was demanding as recently as last year. There’s now so much evidence they’re safer than cigarettes that even the WHO can’t justify a ban.
It’s almost certain that the same will happen with HnB. Not much research has been done yet, but when the evidence starts coming in it’s likely to show that these products are much safer than conventional smoking. The FCTC crew will huff and puff, but governments aren’t likely to ban the products. They’ll get health warnings, and possibly plain packs, but they aren’t going to be banned except in a few totalitarian states.
Hints of positivity
Actually it could be good news that WHO seem to have been talking to tobacco control people about HnB. While a lot of them are driven by hatred of the industry, some of the more open-minded ones will be interested in anything that gives a safer alternative to smoking. One or two of those were among the ones asking questions, including the chief of an NHS stop smoking service. The same service was the first in Britain to start recommending e-cigs to smokers who wanted to quit; if HnB looks like being a real alternative – and with the current technology it certainly does – it could find supporters in unlikely places.
Sadly it’s a fact of life in today’s world that, whenever something new and enjoyable appears, a lot of people will instinctively want to ban it. Sometimes they succeed, worse luck. More often they manage to cause some problems, but the new technology goes on to eventually become widely accepted. Remember how mobile phones would cause sterility and brain cancer? Now everybody has one. Heat not burn will be opposed by people like the WHO, but the chances are it’s not going to go away. Technology has caught up to the point where it really works, and it’s just going to keep getting better.
Right now the big tobacco companies are major players in the Heat not Burn market. Apart from loose-leaf vaporisers like the PAX series, all the products that are set to go global this year are produced by cigarette manufacturers. At first glance that makes sense; after all they already sell tobacco products, and HnB is a logical addition to their range.