**Heets and IQOS Products Regulation in the United Arab Emirates: A Comprehensive Overview** The United Arab Emirates (UAE) has established itself as a dynamic and evolving market for various consumer products, including tobacco alternatives such as Heets and IQOS. These products, which are part of the Philip Morris International (PMI) portfolio, have garnered significant attention globally due to their innovative approach to smoking. Unlike traditional cigarettes, IQOS devices heat rather than burn tobacco, reducing the release of harmful chemicals. This article provides an in-depth look at the regulations surrounding Heets and IQOS in the UAE, reflecting the nation's commitment to public health while accommodating the evolving landscape of smoking alternatives. ### **Understanding Heets and IQOS** Heets are specially designed tobacco sticks intended for use with IQOS devices, which heat the tobacco to a temperature below combustion levels. This heating process, known as "heat-not-