burn" refer to them as "reduced risk" and "innovative". marketing slogans like "heat-not-burn" cannot be a substitute for science. the tobacco industry has described them as "not-burned" (heat-not-burn), though it has backtracked from this claim as of 2018. htps are not typically marketed as a harmless substitute to smoking, though they have been marketed as a "smoke-free" alternative to traditional cigarettes, and promoted as a way to lower risk from smoking. the iqos product has been advertised as emitting "no smoke". this advertisement claim is not a replacement for science. it is expected that the promotion associated with these products will worsen the worldwide tobacco risk. companies employ similar strategies previously used for traditional cigarettes, such as marketing through a variety of outlets, including celebrity endorsements. "the tobacco industry has opened heated tobacco product flagship stores, cafes and sponsored public events such as concerts and car races around the world, which is alarming," said judith mackay, director of the asian consultancy on tobacco control. internal documents and statements by pmi researchers have contradicted pmi's claims about reduced harm in regard to the iqos product. for example, in 2018, four pmi researchers who worked for the company stated that the lowered levels of certain substances produced by the iqos did not automatically translate into the product being safer, even though pmi stated that the iqos is safer than traditional cigarettes, as 58 substances in iqos aerosols were found at lower levels than in cigarette smoke. the tobacco industry claims that smokers will switch to htps; however, iqos users are more likely to smoke and/or use e-cigarettes as well. among those who have tried or intend to try iqos, never-smokers equal or outnumber smokers. a review of pmi's research found that smokers did not understand "switching completely" and that iqos users are not likely to switch completely. since 2017, pmi has been promoting its iqos product in europe and asia, where iqos products are sold as an alternative to regular cigarettes. outside of an iqos retail shop in canada, marketing included a display sign with the message, "building a smoke-free future". philip morris international intends to convert its customers in japan to using heated tobacco products. there has been significant controversy surrounding the marketing and use of these products. the tobacco companies are using a series of claims in the marketing of htps. in both websites and statements to the media and investors, htps are presented as less harmful but not risk-free. in a few instances, marketing materials claim that heated tobacco products are potentially helpful to smokers who want to quit. some media accounts that announced product launches state that htps reduce the levels of harmful tobacco components by 90–95% compared to traditional cigarettes, while others emphasise the lack of odor or visible emissions as part of marketing campaigns; as of april 2018, there is no evidence to confirm the former claim. however, the public can perceive "lower exposure" claims as lower risk, even if no such claim was made explicitly. other marketing claims highlight that these products produce no smoke (i.e., "smoke-free"). implied in these claims, in advertisements and stores globally, is that smokers should switch from traditional cigarettes to these new, allegedly less harmful, products. product appeal and marketing terms used for online advertisement of heated tobacco products product name marketing terms product appeal iqos reduced risk product, innovative clean (white, bright blue), stylish, elegant revo reduced risk similar sized package as traditional cigarette, white or light grey or gold pax 2 smaller, smarter, sleeker design, elegant and fun ifuse reduced risk packed as traditional cigarette, stylish the tobacco industry's use of the "harm reduction" framework also serves to fracture the tobacco control movement, leaving it without a unified voice to communicate with the public, the media and with policy makers on the strategies to advance tobacco control. the concept of harm reduction has traditionally been embraced in several public health fields such as clean needles for injectable drug use and has been explored by some tobacco control experts in the past, with enthusiasm for the possibility of harm reduction growing with the widespread availability of e-cigarettes in certain markets. the tobacco industry frames harm reduction as a common ground with health advocates and a possible entry point to influence legislation and regulation of tobacco products. the tobacco companies use heated tobacco products as part of their broader political and public relations activities to position them as 'partners' to address the tobacco epidemic rather than as the vectors that are causing it. this is a similar strategy previously used by the tobacco industry to promote itself as a partner of public health in reducing the harms of tobacco, while obfuscating the scientific evidence pointing that harm reduction is achieved through tobacco control policies that decrease consumption. regulation htps are subject to different regulations than traditional cigarettes. for example, some smoking bans do not extend to include them, and in the majority of the countries in which they have been sold, they have been taxed at a lower rate than traditional cigarettes. tobacco companies have used these products to seek exemptions and relaxations of existing tobacco control policies, and have used them in attempts to influence regulatory policy to sustain and increase their clientele in the midst of decreasing cigarette usage. in the united states, these products fall under the jurisdiction of the food and drug administration (fda) as amended by the family smoking prevention and tobacco control act of 2016. in the same year, action on smoking and health stated in 2016 that "unless and until independent evidence shows that iqos and similar products are substantially less harmful than smoking then these products should be regulated in the same way as other tobacco products." in 2017, mitchell h. katz, director of the los angeles county health agency, wrote: "there is concern that heat-not-burn tobacco will skirt local ordinances that prevent smoking in public areas." tobacco control activist stanton glantz stated that the us fda should halt new tobacco products until tobacco companies stop selling traditional cigarettes. it is recommended that indoor-smoking bans for traditional cigarettes be extended to heated tobacco products. it is recommended that marketing of these products, and claims being made about them, should be regulated. advertisement for the iqos product itself is not regulated under the european union tobacco products directive, though the directive may apply to advertising for the iqos' tobacco stick. the uk government has been looking into creating a separate category for taxing heated tobacco products. due to the alleged belief in heated tobacco harm reduction in italy, htps are exempted from the fiscal regimes of tobacco products. taxes on them are reduced as much as e-cigarettes, or half of traditional cigarettes. moreover, the enforcement of various tobacco control regulations is only minimally adopted for htps in italy: health warnings are required to cover only 30% of the heated tobacco product packaging (instead of 65% for traditional cigarettes), without pictorial images; comprehensive smoke-free regulations prohibiting smoking in all public places and workplaces do not apply to htps; and advertising and promotions are not banned for them. epidemiologists xiaoqiu liu et al. note the lax enforcement over htps have been exploited by the presence of "iqos embassies" and "iqos boutiques"—fancy concept stores where iqos is promoted as a status symbol and free samples are given—and believe the most recognized tobacco control policies in italy (i.e., price/tax increase, smoking bans, advertising bans, and health warnings) have been compromised by htps. htps are not restricted for sale in israel by the ministry of health. the justice ministry in israel agreed with the view of three voluntary organizations that the iqos is a tobacco product, and that it should be regulated in the same manner as tobacco products. in israel the iqos is taxed at the same rate as traditional cigarettes. ploom, iqos, and glo fall under the tobacco business act as tobacco products in japan because they consist of tobacco leaf. ploom and iqos are governed by the tobacco industries act regulations as tobacco products in japan. the liberal democratic party will deliberate over increasing the tax rate for heated tobacco products in april 2018. electronic tobacco products using dry material are regulated as e-cigarettes in south korea by the ministry of health and welfare, which are regulated differently than traditional cigarettes for tax reasons. as a result, iqos are taxed at a lower rate when compared to the 75% incurred on normal cigarettes. emerging tobacco products are banned in singapore by the ministry of health. china plans to pass legislation to ban the sale of these products to minors, as of 2019. after iqos launched a marketing campaign in new zealand in december 2016, the country's ministry of health stated in 2017 that the refill sticks are not legal for sale in new zealand under the smoke-free environments act 1990. a representative for the company in new zealand stated that iqos products comply with the smoke-free environments act. three meetings between ministry of health officials and people from the tobacco industry were held from 30 may 2017 through 2 june 2017 to "discuss regulation of new tobacco and nicotine-delivery products". in august 2017, the government stated they would initiate a review process before products are sold for heated tobacco products such as iqos. in 2018, pmi and the ministry of health were in a legal dispute over the legality of selling iqos in new zealand, before a new zealand court decided in march that the heets sticks used in the iqos product are legal to sell in the country. individuals can import heated tobacco products to new zealand for personal use. as of 2019, 49 countries have permitted the sale of iqos. notes also variously known as a partially combustion heat-not-burn product, heat-not-burn device, heat-not-burn tobacco product (hnb), heat-not-burn tobacco product, heat-not-burn cigarette (hc), heat-not-burn cig, hnb tobacco product, hnb tobacco product, hnb product, hnb product, heat-not-burn tobacco device, heat-not-burn system, hnb system, heat-not-burn (hnb) device, heat-not-burn device, hnb device, hnb tobacco device, hnb device, hnb cigarette, heated cigarette, htp cigarette, cigarette-like product, mini-cigarette, electronic heated tobacco product, electronically-heated cigarette smoking system (ehcss), electrically heated cigarette smoking system, electrically heated tobacco system, non-combusted cigarette, non-combusted tobacco product, tobacco heating cigarette, tobacco heating product, tobacco heating system (ths), smokeless cigarette, smokeless tobacco stick, tobacco stick product, loose-leaf tobacco vaporizer (lltv), tobacco vaporizer, or t-vapor. bibliography "who report on the global tobacco epidemic, 2019" (pdf). world health organization. july 2019. pp. 1–209. mcneill, a; brose, ls; calder, r; bauld, l; robson, d (february 2018). "evidence review of e-cigarettes and heated tobacco products 2018" (pdf). uk: public health england. pp. 1–243. "regulatory impact statement: regulation of smokeless tobacco and nicotine-delivery products" (pdf). ministry of health (new zealand). 2017. pp. 1–52. archived from the original (pdf) on 17 june 2019. "further development of the partial guidelines for implementation of articles 9 and 10 of the who fctc" (pdf). world health organization. 12 july 2016. pp. 1–11.: cs1 maint: url-status (link) "alternatieve tabaksproducten: harm reduction?" (pdf). netherlands national institute for public health and the environment. 2016. pp. 1–66.