Qamar Naseem
Globally, HTPs have carved a niche following their introduction in the early 2010s, with multinational tobacco companies heavily investing in their development. Market trends indicate a rapid uptake in several countries, as these products are often marketed as sophisticated and modern alternatives to smoking.
Heated tobacco products (HTPs) produce aerosols containing nicotine and toxic chemicals when tobacco is heated or when a device containing tobacco is activated. These aerosols are inhaled by users during a process of sucking or smoking involving a device.
They contain the highly addictive substance nicotine as well as non-tobacco additives and are often flavored. The tobacco may be in the form of specially designed cigarettes (e.g. “heat sticks” and “Neo sticks”) or pods or plugs. Newer heated tobacco products include lower- and higher-temperature variants, hybrid electronic devices with both tobacco and liquid, carbon-tipped devices, devices using a metallic mesh punctured with tiny holes to heat a pre-filled, pre-sealed liquid cap, and others that allow users to customize the temperature and manage the aerosol and flavor output.
Additionally, several products in this category are under development, some of which are based on new technology. More research is needed to understand the short- and long-term health effects of heated tobacco products. In contrast to traditional cigarettes, which burn tobacco, and e-cigarettes, which vaporize a nicotine liquid, HTPs occupy a middle ground. They appeal to smokers who prefer the taste of real tobacco but are possibly looking for reduced-risk alternatives.
However, the health implications of HTPs are still under scrutiny, with studies yielding mixed results. Some suggest they may be less harmful than conventional cigarettes, while others highlight the potential risks associated with long-term inhalation of heated tobacco aerosol. In Pakistan, HTPs are emerging as a product category, with the legal and regulatory framework still in its nascent stages.
Pakistan’s tobacco control efforts have traditionally focused on cigarettes, and HTPs present new challenges for policymakers. Regulations regarding advertising, age restrictions, and usage are areas that require urgent attention to prevent unchecked growth and potential public health issues. Public perception and consumer behavior towards HTPs in Pakistan appear to be influenced by global marketing trends portraying HTPs as technologically advanced and potentially less harmful.
The allure of a novel smoking experience combined with aggressive marketing could sway a significant number of Pakistani consumers, especially the youth, who are more open to experimentation. However, the health implications of HTPs cannot be overlooked. Although some studies suggest a reduction in exposure to certain toxicants, health authorities worldwide, including the World Health Organization, caution that HTPs are not risk-free and that the best choice for smokers is to quit altogether.
Furthermore, the tobacco industry’s influence in Pakistan cannot be understated. With a history of deploying strategic marketing and lobbying tactics, the industry may be positioning HTPs as a continuation of its product portfolio, thereby circumventing the increasing global clampdown on cigarettes. According to WHO currently, there is no evidence to demonstrate that HTPs are less harmful than conventional tobacco products.
HTPs contain chemicals not found in cigarette smoke and may have associated health effects. An Independent assessment of industry data shows that more than 20 harmful and potentially harmful chemicals are significantly higher than in reference to cigarette smoke. Additionally, these products are highly variable and some of the toxicants found in the emissions of these products are carcinogens which cause cancer in humans.
