Bring Smokeless Tobacco Sticks to America

Cigarette smoking is back in vogue. Gen Z and Hollywood celebrities like the Biebers are embracing the deadly habit, reintroducing a once-declining practice back into American culture. At a time when vapes and nicotine pouches are widely available—and far less harmful— alternatives, cigarettes are nonetheless regaining visibility among some of the hottest young stars.

While the lingering smoke is a part of the aesthetic appeal, it clashes with America’s clean and health-conscious culture. Cigarettes emit toxic chemicals into the air, leaving a musty odor which clings to clothes, fills indoor spaces, and affects everyone nearby. 

With smokeless lighter devices known as IQOS, this public disturbance could be avoided, with countless lives being saved in the process. Unfortunately, this innovative product is not yet abundantly available across the United States after years of facing legal hurdles and regulatory uncertainty.

IQOS heats tobacco instead of burning it, resulting in roughly 95 percent fewer harmful chemical emissions than cigarettes. It retains the traditional ritual of smoking, but removes many of the downsides that come with an open burn.

Because of this, IQOS produces no smoke, ash, or fire. Users report less lingering cigarette smell on their hands, hair, and clothing compared to traditional cigarettes, along with fewer stains on their teeth. As a cleaner alternative, it also has a more limited impact on indoor air quality, making it better for people around the user.

The Food and Drug Administration (FDA) has even acknowledged this distinction. It authorized the marketing of certain IQOS products as “exposure modification” products, which reduce exposure to harmful chemicals. While not risk-free, the device represents a step toward harm reduction for adult smokers.

In April, the FDA reauthorized two IQOS devices and multiple tobacco stick variants as Modified Risk Tobacco Products. This allows manufacturer Philip Morris International (PMI) to continue communicating the harm-reduction benefits of this technology to adult smokers seeking to quit combustible cigarettes. 

Still, IQOS is not widely available in the United States.

Today, access is limited to select markets. In 2021, IQOS was effectively banned from U.S. markets due to a patent infringement ruling by the U.S. International Trade Commission. A settlement was not reached until 2024, with the products only recently reintroduced in specific areas through certain convenience stores and pop-up retail locations. 

Despite its limited availability, interest in IQOS remains. Travelers are allowed to bring small amounts of compatible cigarettes and IQOS devices into the country for personal use, typically up to one carton. Meanwhile, PMI continues working toward a broader rollout.

But the gap is clear: A product that reduces exposure to harmful chemicals, produces no smoke nor ash, and improves the experience for both users and those around them remains largely inaccessible in one of the world’s largest markets.

Cigarettes are still a threat to millions of Americans in the United States, and there is a missed opportunity for an innovative technology that offers a less harmful alternative for smokers looking to quit. IQOS devices and their compatible tobacco sticks offer a cleaner, more advanced alternative to traditional smoking—one that aligns with a generation already seeking new ways to consume nicotine. In other countries like Italy and Japan heat-not-burn technology has already gained traction. In the U.S., it remains limited, inconsistent, and difficult to access.

Harm reduction products offer a better and safer alternative—not just for smokers, but for everyone around them.

Jason Reed is a spokesperson with Young Voices, a nonprofit organization. Jason’s policy analysis and political commentary has appeared in major media outlets across 16 countries. You can follow him on X: @JasonReed624