REUTERS: The U.S. Food and Drug Administration on Tuesday said it would allow Philip Morris to sell a heated tobacco product called IQOS in the United States, a major victory for the international tobacco giant as it looks to sell more alternatives to traditional cigarettes.
Altria Group Inc, which sells Marlboro cigarettes in the United States, will market IQOS devices as part of a licensing agreement with Philip Morris International. André Calantzopoulos, CEO of Philip Morris International, called the FDA announcement a milestone."All of us at PMI are determined to replace cigarettes with smoke-free alternatives that combine sophisticated technology and intensive scientific validation," he said.While Tuesday's FDA decision allows Philip Morris to sell IQOS products, they must carry the same warning labels as traditional cigarettes.
Philip Morris International has made the IQOS a centerpiece of what it is calling its “smoke-free future” initiative, which the company has promoted heavily in full-page newspaper advertisements in the United States and across the world.
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