The existence of them, yeah. I don't think it's so clear cut that it'd be a net increase in harm. Advertising I'm not so sure about, but as for the mere existence of them:
Group A is going to smoke regardless, having a healthier product reduces harm
Group B is never going to smoke no matter what's on offer
Group A is going to smoke regardless, having a healthier product reduces harm
Group B is never going to smoke no matter what's on offer