In December 2016, Philip Morris International (PMI) had announced that it submitted a Modified Threat Tobacco Solution (MRTP) application with the FDA’s Center for Tobacco Solutions, for its Heat Not Burn device, iQOS.
The FDA panel did not prove that the device decreased the threat of smoking associated ailments, having said that they did agree that making use of iQOS alternatively of frequent cigarettes, would considerably lower a person’s exposure to damaging chemical compounds.
In 2018, an FDA panel reviewed the iQOS application, and voted to reject more than a million pages of proof, dismissing PMI’s claim that their iQOS heated tobacco solution is a safer option to tobacco.
Marketing and advertising restrictions set in location to safeguard minors
This vote having said that, was not the final act in figuring out the fate of the MRTP application for iQOS, as the FDA is not obliged to stick to the panel’s suggestions. Ultimately final May perhaps, the agency authorized the solution, while enforcing sensible promoting restrictions, such as ones guaranteeing that the solution will not be marketed to teenagers.
“The FDA is placing in location post-market place specifications aimed at, amongst other factors, monitoring market place dynamics such as possible youth uptake,” stated Mitch Zeller, director of the FDA’s Center for Tobacco Solutions.
Meanwhile, PMI stated that it chose Atlanta to test promoting and sales approaches for iQOS, due to the area’s “several hundred thousand” adult smokers, adding that it will perform to reduce teen exposure to the solution.
Study Additional: WABE