US approves IQOS marketing as ‘less harmful tobacco product’

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The US Food and Drug Administration has authorised the marketing of IQOS, Philip Morris International’s electrically heated tobacco system, as a modified risk tobacco product.

The agency said it discovered that an IQOS exposure modification order is appropriate to promote the public health, according toIt said the product is a better choice for adults who would otherwise continue smoking, adding that IQOS is the first and only electronic nicotine product to be granted marketing orders through the FDA’s MRTP process.

“Scientific studies have shown that switching completely from conventional cigarettes to the IQOS system reduces your body’s exposure to harmful or potentially harmful chemicals. – The FDA’s decision further builds on the emerging independent international scientific consensus that IQOS is a better choice than continuing to smoke, and follows the FDA’s April 2019 decision authorizing the commercialization of IQOS in the U.S.”

 

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