Are we heading towards the end of a certain golden age for heated tobacco? The European Commission proposed on Wednesday to ban the sale of flavored versions of “heated tobacco” which is marketed in the form of sticks to compete with electronic cigarettes, in the 27 EU countries.
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This proposal does not concern electronic cigarettes and e-liquids, said a spokesperson for the European executive. It is aimed at a new type of product which when “heated” and inhaled is likely to be harmful to health, he explained. Concretely, this product, which looks like an electronic cigarette, but which is not one, appeared 5 years ago. Inside a plastic case, the tobacco is heated, instead of being burned.
But the Commission notes that the “heating” nevertheless aims to release nicotine, and causes the emission of other chemicals potentially harmful to health. The idea is therefore to introduce stricter legislation in the Member States to discourage this new form of smoking.
Unlike conventional cigarettes, until now, flavorings were authorized for heated tobacco. And that attracted many smokers: sales exploded in France (+ 406%) between 2018 and 2020. It was also at this time that Léo discovered “heated tobacco”, during a trip Poland. Since then, he consumes it every day, and in particular his “prefer“, menthol taste.
“I was able to feel changes in my body, including much more breath when I exercise, much more endurance, while still having that daily dose of nicotine that helps reduce stressful times at work. It’s true that if this menthol taste is banned in the European Union, it might cause me a problem, because it’s one of the only really effective substitutes I’ve found for tobacco.“, he explains.
No ashes, no smell of smoke: we can understand that heated tobacco and its aromas have caught the eye of many smokers. However, we must be wary, according to Professor Dautzenberg, pulmonologist at the Pitié hospital. -Salpetriere, in Paris: “Heated tobacco remains a tobacco product that is almost as toxic, probably. So flavorings can be banned in these products, if the Commission is followed in its requests. Which would be a good thing since these are products to attract smokers. And we don’t need any flavors in the tobacco besides the original flavor“, he believes.
A ban on flavors would be a real brake on a giant like Philip Morris, for example. Its brand of heated tobacco is now the third in the world in the countries where it is marketed.