July 13, 2020
Philip Morris has taken another step forward in introducing IQOS to the US market after the US Food and Drug Administration (FDA) authorised the marketing of the brand as a reduced risk tobacco product.
According to a FDA press release, the decision “permits the marketing of a product as containing a reduced level of or presenting a reduced exposure to a substance or as being free of a substance when the issuance of the order is expected to benefit the health of the population”.
In addition the decision means Philip Morris has agreed to continued studies about the health effects of ISOS and its impact on young people.
Mitch Zeller, J.D., director of the FDA’s Center for Tobacco Products said: “Data submitted by the company shows that marketing these particular products with the authorised information could help addicted adult smokers transition away from combusted cigarettes and reduce their exposure to harmful chemicals, but only if they completely switch. The FDA will closely monitor how IQOS is used by consumers to determine if these products meet this potential and do not cause increased use among youth. It is important to note that these products are not safe, so people, especially young people, who do not currently use tobacco products should not start using them or any other tobacco product.”
The decision includes IQOS devices and full range of Heatsticks and will last for an initial period of four years.