IQOS: PMI’s Claims Versus Independent Evidence
Philip Morris International (PMI) says it is striving for a “smoke-free” future with the heated tobacco product IQOS as a central component. However, independent studies do not support the claims regarding risk reduction and smoking cessation.
The U.S. FDA denied IQOS “reduced-risk” status, yet PMI continues to market the product as a smoking cessation aid, even in countries where this is prohibited. PMI uses misleading terminology by conflating e-cigarettes and heated tobacco products. The usage figures cited by the company are partly based on non-public commercial data and are skewed by the situation in Japan, where e-cigarettes are banned. There is virtually no evidence that IQOS effectively helps people quit smoking.
