In order to warrant tobacco industry’s profits and overcome a declining cigarette market, tobacco companies have recently launched the novel heated tobacco products (HTPs), claiming a 90-95% reduction in harmfulness. While there is robust evidence that studies either performed or funded by the tobacco industry cannot be trusted, public health advocates have stressed that the short and long-term health effects resulting from continued consumption of these addictive products remain unclear. These new products mislead consumers about their safe use, and may potentially attract more users, recruit non-smokers and youths, and postpone quitting in regular smokers while promoting the social acceptability of tobacco use. However, while these products remain largely unregulated, the tobacco industry has been aggressively marketing them as safe products, and cessation and harm reduction tools. This presentation will present the findings from independent research focusing on the potential of HTB to harm human health, while will discuss the need for strict regulation. Finally, it will highlight ERS leadership and engagement in tobacco control and present the ERS statement on the “Foundation for a Smoke-free world” and tobacco emergent products.