The introduction of the new tobacco product IQOS into the U.S. market has sparked a wave of concerns, as it arrives amidst the prevailing youth e-cigarette epidemic. This groundbreaking heat-not-burn device, manufactured by Philip Morris International, has received the Food and Drug Administration's green light for marketing and sales.

As the first of its kind in the country, IQOS operates by electronically heating tobacco leaves, creating an inhalable aerosol instead of the traditional combustion process seen in regular cigarettes. Despite being classified as an electronic device, the FDA has placed IQOS in the same category as cigarettes, subjecting it to all existing restrictions applied to conventional tobacco products. With claims of being safer than regular cigarettes, much remains unknown about the implications and potential impact of IQOS on public health.

What is IQOS?

A technology for heating tobacco called IQOS was created by Philip Morris International. It heats specially designed tobacco sticks, known as HEETS, without burning them, producing a nicotine-containing vapor for inhalation.

What You Need To Know

IQOS utilizes distinct technology compared to e-cigarettes

The fundamental difference lies in the type of substance used; while e-cigarettes typically contain flavored e-liquid, IQOS employs actual tobacco. The concept behind heat-not-burn products is to provide users with a smoking experience akin to traditional cigarettes, but without inhaling combusted tobacco.

The devices have not received "FDA approval

The FDA claims that just because the ruling enables these tobacco products to be sold in the United States does not mean they are safe or "FDA approved." The company submitted two separate applications to regulatory agencies in order to market the product as a new tobacco item (known as Pre-Market approval) and as a tobacco product that is less harmful than present tobacco items (known as Modified Risk Tobacco Product approval).

The FDA has not yet made a judgment on whether the device can be advertised as less dangerous than other tobacco products; the decision only relates to the Pre-Market approval application.

Heated tobacco products lack conclusive evidence to establish their safety compared to cigarettes.

Tobacco companies assert that heat-not-burn products are less harmful than cigarettes because, during combustion, tobacco releases over 7,000 chemicals found in cigarette smoke.

Philip Morris claims that IQOS is less toxic than cigarettes, yet several studies published in the journal Tobacco Control question the validity of the company's own data supporting those assertions. While research indicates that IQOS may contain lower levels of certain harmful substances compared to cigarettes, it can expose users to higher levels of other toxicants.

The research by Philip Morris underscores the misconception that fewer toxic chemicals automatically translate to lower harm when using the product, and reduced exposure claims should not be misconstrued as reduced harm claims.

IQOS's potential appeal to youth is a major cause for concern, and researchers from Truth Initiative® have found evidence supporting this worry

The marketing strategies employed for IQOS portray it as "sophisticated, high-tech, and aspirational," drawing parallels to exclusive items like iPhones, which may attract youth and young adults.

This concern is heightened by the ongoing youth e-cigarette epidemic, largely driven by JUUL. E-cigarette use has seen a significant rise, especially among young individuals who had no prior history of cigarette smoking. Between 2017 and 2018, e-cigarette usage among high schoolers surged by 78%, while middle schoolers witnessed a 48% increase. JUUL currently holds three-quarters of the U.S. e-cigarette market.

Echoing these apprehensions, a study published in Tobacco Control emphasizes that just as e-cigarettes, particularly the JUUL-style devices, allure adolescents with their modern and smokeless image, it is likely that IQOS, marketed similarly, would also entice young users.

To address these concerns and protect young individuals from accessing IQOS and its marketing, the FDA has imposed restrictions on how the products can be advertised, particularly on websites and social media. Additionally, the agency requires that advertising should be directed exclusively to adults.

Moreover, IQOS tobacco cartridges will be available in menthol flavor, a known attraction for young users and a factor that may make cigarettes more appealing and harder to quit. Philip Morris plans to offer HeatSticks in menthol, resembling small cigarettes.

These products are a response to the increasing regulations imposed on the tobacco industry.

Tobacco companies are employing harm reduction claims as a strategy to reposition the industry as part of the solution rather than the problem, aiming to undermine government regulation, as stated in commentary published in Tobacco Control.

"Heated tobacco products" (HTPs) represent the latest endeavor by tobacco companies to adapt to the evolving regulatory landscape, seeking to maintain and expand their customer base amid declining social acceptance of tobacco use and decreasing cigarette consumption. The commentary also highlights that in regions where regulations are lacking or loopholes exempt HTPs from existing regulations, companies promote these products to enhance the overall social acceptability of all their tobacco products.

IQOS Product Options

IQOS ILUMA

IQOS employs induction technology to heat tobacco, producing nicotine-containing vapor without burning it. The device emits substantially lower levels of harmful chemicals compared to traditional cigarettes, with an average reduction of 95%.

Utilizing the innovative Bladeless SMARTCORE INDUCTION SYSTEM™, the tobacco within TEREA SMARTCORE STICKS™ is heated from within, ensuring an exclusive match with the IQOS ILUMA device. Users will appreciate the absence of tobacco residue and the elimination of the need for cleaning. The device stands out as an advanced heated tobacco product due to its improved draw, consistent taste with each stick, and user-friendly design.

IQOS ORIGINALS

Introducing IQOS ORIGINALS, featuring the tried-and-tested HEATCONTROL™ TECHNOLOGY, which heats tobacco using an internal blade within the tobacco stick. This advanced technology allows the tobacco to be heated without any burning involved, eliminating the presence of fire, ash, or smoke.

Moreover, the emitted nicotine-containing vapor contains significantly lower levels of harmful chemicals compared to traditional cigarettes, reducing the health risks associated with smoking by an average of 95 percent. IQOS ORIGINALS offers a unique experience with specially designed HEETS tobacco sticks, crafted from a premium blend of high-quality tobacco, ensuring a cigarette-like satisfaction for users.

BONDS BY IQOS

PMI's most recent inclusion in their range of smoke-free products. An economical option featuring bladeless-heating technology. Utilizing resistive external heating through the ROUNDHEAT TOBACCO SYSTEM™, ensuring no blade is involved. Efficiently heats tobacco without combustion, resulting in a smokeless and ash-free experience.

Moreover, it releases significantly lower levels of harmful chemicals, with an average reduction of 95 percent compared to traditional cigarettes. This product is exclusively designed for use with BLENDS tobacco sticks, providing users with a diverse range of tobacco flavors to choose from.

lil HYBRID

The innovative HYBRID technology simultaneously heats tobacco and liquid, offering a unique combined experience. With a significant reduction of approximately 95 percent in harmful chemicals emitted compared to cigarettes, it provides a safer alternative.

Users can indulge in a rich taste experience with enhanced aerosol by using heated tobacco sticks MiiX and liquid cartridges. The product ensures a smoke-free and hassle-free experience, eliminating the need for regular cleaning, and features a digital screen that conveniently displays essential information at a glance, including puff count, battery status, and liquid levels.

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UpBar GT

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The UpBAR GT pods offer a 2ml e-liquid capacity and 20 mg of nicotine. You can get about 600 puffs out of each of these mesh coil-equipped capsules. The UPENDS UpBAR GT is available in a variety of flavors.

Features

• 2ml E-liquid capacity
• 50VG/50PG E-liquid ratio
• 2% nicotine salt
• Coil: 1.4ohm mesh
• 410mAh Battery capacity
• 600 puffs
• Draw activated

FAQs

How does IQOS work?

IQOS employs a unique technology called "Heat-Not-Burn," which uses a heated blade or induction to heat the tobacco inside the HEETS sticks. This process generates a flavorful vapor without combustion, fire, ash, or smoke.

Is IQOS safer than cigarettes?

Philip Morris claims that IQOS emits on average 95 percent lower levels of harmful chemicals compared to cigarettes. However, it's important to note that IQOS is not risk-free and still contains nicotine, an addictive substance.

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