The decision can have a positive impact on smokers and has been taken after three years of rigorous evaluations.
The Food and Drug Administration (FDA), the authority responsible for regulating the manufacture, marketing and distribution of tobacco products in the US, has announced a decision that may have a positive impact on the health of the US population, particularly on adult smokers who would otherwise continue to smoke: the marketing of the IQOS device, an innovative alternative to smoking, it is considered to be appropriate to promote public health.
On July 7, 2020, the FDA cleared, for the first time in history, Marketing as a Modified Risk Tobacco Product (MRTP) for IQOS, Philip Morris International's (PMI) electronic tobacco heating system. The device can be marketed in the US with this information: IQOS heats tobacco instead of burning it, which significantly reduces the production of harmful and potentially harmful substances, and completely switching from conventional cigarettes to IQOS reduces the body's exposure to harmful and potentially harmful substances.
PMI considers the decision to be historic, as it is the first time the FDA has granted marketing authorization as a MRTP modified risk tobacco product for an innovative electronic alternative. The decision demonstrates that IQOS is a fundamentally different tobacco product than conventional cigarettes and a better choice for adults who would otherwise continue to smoke. Furthermore, the company believes that this decision can help facilitate the transition of adult smokers from conventional cigarettes to better alternatives and is committed to preventing the use of IQOS by people for whom the product is not intended and fully supports the FDA's goal of protecting young people .
Even if the FDA's decision concerns only the United States, it is also a landmark decision at the local level. In Romania, there are over 5 million smokers who could switch to a better alternative. Mitch Zeller, JD, director of the FDA's Center for Tobacco Products, said in a press release: "The data presented by the company show that, together with the authorized information, the marketing of these products could help adult smokers to make the transition from conventional cigarettes and reduce the body's exposure to harmful and potentially harmful substances, but only if they make the complete switch. "
Important information: IQOS is not without risk. It releases nicotine, which is addictive.
Advertising article supported by IQOS.
