When it is new, and in perfect shape.
Note 4-NFPA 79-2013 table 12.5.1 related to the ampacities and acceptable temperatures.
https://www.nfpa.org/Assets/files/AboutTheCodes/79/79_A2014_EEI-AAA_SD_SRStatements.pdf
Looking at the heater I mentioned above, 18 gauge wire with:
75 C rated insulation at 7 amps below 167 F
90 C rated insulation at 15 amps as long as the temperature stays below 194 F.
Now consider that ASTM C1055 (the Standard Guide for Heated System Surface Conditions that Produce Contact Burn Injuries).
It recommends that surface below 140 F because the average person can touch a 140 F surface for up to five seconds without sustaining irreversible burn damage.
At 72 C or 162 F, which are still acceptable under 4-NFPA 79-2013 for new perfect 18 gauge cable at 7 amps, ASTM C1055 states that 5 seconds of contact exposure will lead to Protein Coagulation.
From that above NFPA Chart, lets look at what they find acceptable for 60C/140F level insulation, that you know will be within safe temperatures for items that pull a lot of power for a long time.
18 gauge - 7A
16 gauge - 10A
14 guage - 20A
12 gauge - 25A
That NFPA link is the change logs and notes but you will also note the correction factor changes etc…
For a portable heater manufacture the ~$3.12 that they save in materials for using 18 gauge vs 14 gauge is significant. For me I would rather pay a bit more for the safety margin.
I should disclose that 18 years ago I was driving down the freeway in a 1960 Pontiac Ventura with the windows down. A small electrical fault from a previous owners stereo install shorted out and some hot insulation ignited the jute filled seats. By the time I managed to pull off into the median and jump out I had 2nd and 3rd degree burns over 33% of my body.
While modern materials are far less likely to have such a fast growing fire it happens faster than you think. If you have small, overloaded extension cords piled up with some dust bunnies it can lead to fire.
I admit that anecdote isn’t data, and my view is biased. I love learning and sharing what I can contribute on here, but I hope that none of you ever have to have a similar experience. By spending a few dollars more it is easy to dramatically increase the safety margins.