IQOS Cigarette Alternative Fares Poorly Before FDA Panel

Joy Montgomery
January 27, 2018

Its most notable rejection came in 2015, when it turned down Swedish Match AB's application to be allowed to advertise snus, little pouches of moist tobacco that are placed beneath the user's upper lip, as less harmful than smoking.

Philip Morris believes its product is closer to the experience of smoking than e-cigarettes, which will make it more attractive to smokers. iQOS produces a tobacco vapour that includes nicotine. No company has yet secured this designation for a new product, but in July, FDA Commissioner Scott Gottlieb proposed a wide-ranging tobacco control plan to reduce nicotine levels in cigarettes while promoting safer alternatives.

"We are encouraged by the recognition of the risk reduction potential of IQOS that clearly emerged from the statements of the Committee members", the company said.

Food and Drug Administration br / Federal agency of the United States of America. The company's shares were down 2.8% at $107.50 on Thursday afternoon after falling as much as 6.8%.

Matthew Myers, president of the Campaign for Tobacco Free Kids, said panellists "identified that serious questions remain" about the company's application.

But the advisory panel's findings puts a significant damper on that application.

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EENA's executive director, Gary Machado, is happy with Apple's announcement: "This is huge news for people's safety". The feature doesn't share the user's contact information with businesses, and users can stop chatting at any time.

Speakers also presented evidence that IQOS users are exposed to 90% to 95% fewer toxins related to the products use than cigarette smokers.

But the FDA panel voted to reject this claim, saying that the company hadn't provided enough evidence to show that its product lowers disease risk compared with cigarettes, according to Reuters.

"Further, both the tobacco industry and Philip Morris International have a long history of funding "research" in ways meant to purposely confuse the public and advance their own interests", the statement says. Critics worry the slick packaging and marketing around IQOS seems more geared toward attracting youth than helping wean longtime smokers off cigarettes. These products could be thought of as "in the middle between [traditional] cigarettes and vaping products", said William Shadel, associate director of the Population Health Program at Rand Corp., a nonprofit research organization. He said the panellists "disconnected themselves from the facts in favour of ideology".

If cleared, iQOS would be sold in the United States by Philip Morris' partner Altria Group Inc. It will decide separately whether to authorise the modified-risk claims. "Ultimately, we think the chances for the FDA to approve PM's MRTP are still good, but timing is tough to predict", Herzog added.

IQOS is used by almost 4 million people in 30 markets outside the United States but needs FDA authorization to be marketed in America.

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