Tobacco kills more than seven million people each year and if smoking patterns continue, by the end of the 21st century the death toll will rise to a total of 1 billion tobacco-related deaths. New nicotine consumption methods have arisen on the market such as ENDS and heated tobacco products. Although various researches have shown that these new products’ marketing communication strategies have followed the footsteps of the traditional tobacco advertising in the case of the messages’ themes, they have mainly moved to specific communication channels, Internet, social networks and “publicity” being the most important ones, often through public relations events. This is especially relevant in the case of IQOS, the heated tobacco product from Philip Morris International, that is moving fast to strategies of merchandising with shops that look more like Apple stores than tobacco ones as well as very active campaigns of personal selling and public relations. Tobacco control organisations should be aware of these forms of transmitting information to consumers as well as the themes used to persuade them if they want to avoid new nicotine addiction pandemics.