Rapidly evolving electronic cigarettes (e-cigs) and heated tobacco products have circumvented regulations designed for conventional tobacco products. Capitalizing on the slow development of regulations and the weak implementation of laws in countries that have legalized these products, the tobacco industry has orchestrated the mainstreaming and acceptance of these electronic smoking devices to drive and sustain nicotine addiction, primarily by claiming these products are “less harmful” alternatives to cigarettes. Over time, despite long-term harms still to be identified, immediate and chronic health impacts of these products have emerged, highlighting gaps in public policy that have failed to protect the public, particularly youth, who are most targeted by these products. Governments can do much to protect public health by strengthening existing tobacco control legislation, including banning flavored products, banning any products that mimic tobacco, plugging policy gaps that are exploited by tobacco companies, and ensuring that policy development processes are protected from the profit-driven agenda of the globalized tobacco industry.