In the last decade, the popularity of traditional cigarettes — particularly among teenagers — has declined tremendously, while the use of electronic cigarettes has been on the rise.

But now a new smoke-free alternative called heated tobacco is slowly gaining a foothold in the U.S. market. Also known as heat-not-burn tobacco products, the devices heat up a cigarette without using an open flame.

The heated cigarette produces an aerosol that contains the nicotine as well as other chemicals and additives. The device is more similar to a traditional cigarettes than an e-cigarette or a vape device, which don’t contain tobacco, because the nicotine is coming directly from the cigarette.

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Tobacco companies are attempting to glamorize these products, experts told ABC News.

“They’re attempting to make the packaging and the marketing look white and clear and clean and very modern,” said Erika Sward, assistant vice president for advocacy at the American Lung Association. “But we can’t afford to be fooled again on another tobacco product.”

“The tobacco industry is always looking for new ways to get new people to smoke and use nicotine products and be hooked for life,” said Dr. Maria Rahmandar, medical director of the Substance Use and Prevention Program at Lurie Children’s Hospital in Chicago.

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