Sainsbury’s & Morrisons: Stop Heated Tobacco Ads

by Ahmed Ibrahim

2025-06-14 23:50:00

Heated Tobacco’s Rising Popularity

The use of heated tobacco products is surging among young people, sparking concern and calls for swift action.

  • Nearly a quarter of 11 to 17-year-olds have heard of heated tobacco.
  • A small percentage have tried the product.
  • Experts debate the health risks of these products.
  • Legislation to ban advertising is in the works.

Alarmingly, almost a quarter of adolescents aged 11 to 17 have now heard of heated tobacco, a critically important jump from 7.1% in 2022, according to recent findings. This increase highlights the growing reach of these products among young people. While the percentage of those who’ve tried them is still low, the trend raises serious concerns among health officials.

Around 3.3% of survey respondents reported having tried heated tobacco,with 2.7% of the 11 to 17 age group confirming usage. While these numbers may seem small,a charity noted that thay are “worryingly similar to the levels of use among adults,” a sign of potential long-term health risks.

Did you know?-Heated tobacco products heat tobacco leaves to generate a nicotine-containing aerosol,unlike traditional cigarettes that burn tobacco.

Experts say that, while research is limited, heated tobacco is likely less harmful than cigarettes. However, it may be more harmful than vapes. They also suggest it might be less effective at helping smokers quit.

Reader question:-Given the evolving understanding of heated tobacco’s health impacts, what further research would be most beneficial to inform public health policies?

Advertising Debate & Legal Challenges

The legality of advertising heated tobacco products is a hot topic. Currently, it’s not definitively settled under existing law.

Several major retailers have weighed in. A spokesperson for Morrisons said they are reviewing the situation and will respond in due course. Sainsbury’s believes it’s ads comply with the law, and is in touch with the government and industry partners regarding upcoming legislation. Meanwhile, Asda and Tesco have stated they do not accept tobacco advertising.

The government plans to clarify the law with the Tobacco and Vapes Bill, which would comprehensively ban all tobacco and vape advertising and sponsorship. The bill is currently going through the house of Lords.

Calls for Swift Action

The health sector is urging fast action to finalize the legislation. Hazel Cheeseman, the chief executive of Action on Smoking and Health, is advocating for the government to move forward swiftly.

“It is outrageous that certain supermarkets still do not seem to be prepared to comply with the law,even when told they are in breach,” Cheeseman stated. “The longer this takes to resolve, the more children will be exposed to tobacco product marketing.”

The Tobacco Advertising and Promotion Act applies UK-wide, but health is a devolved issue. Northern Ireland,Wales,and Scotland align with England’s stance that advertising heated tobacco is banned.

The Science Behind Heated Tobacco: What You Need to Know

Following the concerning rise in the popularity of heated tobacco products,it’s crucial to understand the science behind them. As highlighted in the previous sections, these products are gaining traction, especially among young peopel. This section drills deeper into how they work and assesses their potential health implications.

How Heated Tobacco Products Work

Unlike traditional cigarettes, which burn tobacco at high temperatures, heated tobacco products (HTPs) are designed to heat tobacco leaves at a lower temperature. This process, known as “heat-not-burn,” aims to release nicotine and flavor without combustion, thus creating an aerosol rather of smoke.

  • Heat Source: HTPs use electronic devices to heat specially designed tobacco sticks or capsules.
  • Temperature Control: precise temperature control is critical.The devices heat the tobacco just enough to release nicotine but not enough to burn the tobacco.
  • Aerosol Generation: This heating process generates an aerosol that users inhale, carrying nicotine and flavorings.

Potential Health Risks and Benefits

A key focus of research is the potential health impacts of switching from cigarettes to heated tobacco products. [[1]] While some argue that HTPs are less harmful than traditional cigarettes,the long-term health effects remain under inquiry.

Even though heated tobacco products are designed to be less harmful than regular cigarettes, they are not risk-free. They still contain chemicals and nicotine, which can be addictive and potentially harmful.

A recent review of 11 studies found that people who switched from smoking cigarettes to heated tobacco products had reduced exposure to harmful chemicals.Further research is crucial to confirm the health benefits [[1]]. the existing studies point to potentially lower levels of certain harmful chemicals compared to traditional cigarettes. However, the potential for long-term health issues, including cardiovascular and respiratory diseases, necessitates more extensive long-term studies.

Expert Insight: “While the evidence suggests a possible reduction in exposure to harmful chemicals, it’s premature to declare heated tobacco products safe. Ongoing research is vital to understanding the long-term health consequences,” says Dr.Anya Sharma, a leading pulmonologist.

Comparing HTPs to Alternatives

It is important to compare heated tobacco to option products. As one of the previous sections in the article stated there is a chance that Vapes could be more harmful as a harm reduction method.

  • Traditional Cigarettes: Burn tobacco, producing smoke with high levels of harmful chemicals. Considered the most risky option.
  • Vaping Products: Heat a liquid (e-liquid) containing nicotine, flavorings, and other chemicals to create an aerosol.
  • Heated Tobacco products: Heat tobacco leaves directly, also producing an aerosol.

Research indicates that heated tobacco products may deliver fewer harmful chemicals than traditional cigarettes. Additional research is also needed to fully understand how the risks compare to vaping devices and other nicotine-delivery methods.

What’s Next in Heated Tobacco Research?

Given the ongoing debate and evolving understanding,several key research areas are crucial:

  • Long-Term Health Effects: Longitudinal studies are needed to assess the long-term health implications of using heated tobacco products,including their impact on cardiovascular and respiratory health.
  • Addiction potential: Research into the addictive potential of HTPs, including nicotine dependence, is essential, particularly among young users.
  • Comparative Studies: More comparative studies are needed to assess the relative risks and benefits of HTPs compared to other nicotine-containing products like e-cigarettes.
  • flavorings and Additives: Studies focusing on the effects of flavorings and additives used in HTPs on health and user behavior are valuable.

Heated Tobacco Products: Facts and Myths

Here’s a look at some common myths and facts surrounding heated tobacco:

Myth Fact
Heated tobacco products are safe. Heated tobacco products are likely less harmful than traditional cigarettes to an extent, but they are not risk-free, and long-term effects are still under research.
Heated tobacco products are a safe way to quit smoking. They may help smokers transition, but studies are needed to determine their effectiveness as cessation aids compared to established methods.
Heated tobacco products do not contain nicotine. Heated tobacco products contain nicotine, which is addictive.

Frequently Asked Questions (FAQs)

are heated tobacco products less harmful than cigarettes?

Yes, they are likely less harmful, as they produce fewer harmful chemicals by heating the tobacco instead of burning it.

Can I use heated tobacco products to quit smoking?

They might help some people, but more research is needed to assess their effectiveness as a smoking cessation tool.

What are the main components of heated tobacco products?

Heated tobacco products consist of tobacco sticks or capsules that contain tobacco, a heating element to heat the tobacco, and a device to control the temperature and generate the aerosol.

Are HTPs regulated the same way as cigarettes?

Regulation varies by region. They are often subject to similar restrictions as cigarettes, including advertising bans and age restrictions.

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