Tobacco shops in the Netherlands which are supported by manufacturer Philip Morris are promoting heated tobacco as a healthier alternative to cigarettes, despite rules banning health claims about tobacco products, according to research by television consumers show Pointer.

Reporters visited a number of specialist tobacco stores and found staff repeatedly describing heated tobacco as less harmful, cleaner or even healthier than traditional cigarettes or vapes. In some cases, employees said users could become fitter or improve their condition.

Experts told Pointer these claims are not supported by scientific evidence.

Under Dutch tobacco law, sellers are not allowed to link tobacco products to health benefits or suggest they are less harmful then other products. The Dutch product safety authority NVWA has previously investigated such claims and fined Philip Morris for similar violations.

Philip Morris has close ties to many specialist tobacco shops, helping to pay for shop fittings and renovations and providing staff training about its heated tobacco product line IQOS.

Heated tobacco devices warm tobacco instead of burning it. According to the RIVM public health institute, users are exposed to fewer cancer-causing substances than with cigarettes, but the health risk does not disappear and even small amounts can still cause cancer.

Some harmful substances may even be present in higher concentrations than in cigarette smoke,the RIVM says.

The number of tobacco shops in the Netherlands has increased since supermarkets were banned from selling cigarettes in 2024. Pointer counted 246 specialist shops in 2021 and 494 last year, often located next to or close to supermarkets.

Philip Morris told Pointer it would not respond to the specific allegations because the statements by shop staff could not be verified and filming in stores is not permitted. The company said it supports a future without cigarettes but believes more information should be provided to smokers about alternatives.