>Even among experts who are receptive to harm reduction, evaluating the impact of heated tobacco is more nuanced than gross sales figures suggest. Industry players have invested heavily in research to show that noncombustible products present much lower exposure to toxic substances than conventional cigarettes. This is a plausible claim backed up by reams of documentation, sufficient to convince even the FDA to authorize IQOS for sale in the United States and allow it to be marketed with claims of reduced exposure to harmful toxicants compared to cigarettes. (For a thorough comparison of emissions from heated tobacco products, e-cigarettes, and conventional cigarettes, see this recent review.)