The tobacco industry is one of the most profitable industries in the world despite warnings from the health profession about the harmful effects on the health of all smokers. The perception of tobacco has changed throughout history. From symbols of holiness, health, and wealth, as the medical profession progressed, they began to warn of the harmfulness of the habit of consuming tobacco. With the advent of medical research and evidence of the harmfulness of this habit, tobacco companies have put great effort into marketing and advertising to explain that exactly their cigarette is not harmful to their health. As time went on, smokers' consciousness changed and tobacco companies realized they had lost the battle when it came to health. Their rights and way of doing business over time have been increasingly restricted by law. Anti-smoking campaigns were becoming more frequent, restrictions and controls stronger. Instead of fighting it, tobacco companies set out to transform and adapt their business by changing the whole vision of the business. Following the wishes and needs of consumers, they invest in research and development in order to achieve innovation and keep up with the market trend. This conservative industry has undergone a transformation and created a new segment of tobacco products in the market. Smoke-free tobacco products with potentially reduced risk are the response of the tobacco industry to all anti-smoking campaigns that have been launched to warn smokers of the harmful effects of cigarettes on their health. Despite this innovation, governments around the world classify this product in the same group as other tobacco products and thus apply the same legal framework to them. The tobacco industry wants to switch all cigarette smokers to smokefree products, but they believe they are hampered by laws and other restrictions and think they are being deprived of the right to inform adult smokers about a new alternative, better for their health.