FDA approves iQOS, the Philip Morris International device that heats tobacco

Philip Morris International has obtained permission from the Food and Drug Administration to sell iQOS, a device for heating tobacco instead of burning it, in the United States.

Here is what you need to know.

As its name indicates, the device heats the tobacco but does not burn it. By igniting tobacco, it is subjected to a chemical process that emits toxins into cigarettes.

Unlike electronic cigarettes, which use a nicotine liquid, products that do not burn use real tobacco. The tobacco sticks are heated to a temperature high enough to release an aerosol, but not hot enough to cause combustion. This process can significantly reduce the risk compared to smoking while satisfying users' nicotine cravings.

Philip Morris has already launched iQOS in more than 40 markets around the world. The rivals British American Tobacco and Japan Tobacco also sell products without heat to burn internationally.

The iQOS tobacco heating system consists of three parts: a support, a tobacco stick and a charger.

The pen-shaped device contains a ceramic and gold plate that heats Philip Morris tobacco sticks to temperatures of up to 350 degrees Celsius. Tobacco in cigarettes burns at temperatures equal to or greater than 600 degrees Celsius.

Tobacco sticks are designed specifically for the device. In the United States, the Marlboro HeatSticks, Marlboro Smooth Menthol and Marlboro Fresh Menthol will be available. PMI will manufacture the products and Altria, based in Richmond, Virginia, will sell them in the United States.

According to PMI, the product is an experience closer to smoking than other alternatives, such as electronic cigarettes, because it uses tobacco. The company says it could convince adult smokers to adopt iQOS exclusively.

Critics point out that some smokers use both e-cigarettes and cigarettes, negating the benefits that the change could bring. PMI is quick to note that the iQOS is not an electronic cigarette and that the presence of tobacco may not have the same appeal as a fruity and sweet liquid with nicotine.

By authorizing the sale of iQOS in the United States, the FDA has stated that it has delivered nicotine levels similar to those of conventional cigarettes, "suggesting a likelihood that IQOS users will be able to move away completely from combustible cigarettes. "and use the iQOS exclusively.

According to PMI, the iQOS is not risk free, but rather less risky than conventional cigarettes.

The company insists that quitting is the best way to reduce risk and that iQOS is for adult smokers who want to continue smoking, not for children or non-smokers. PMI found that the exclusive use of iQOS significantly reduces the risk of harm to users that they continue to smoke.

"…[T]Although the FDA has scientifically evaluated the company's applications, published literature and other sources, it found that the aerosols produced by the IQOS Tobacco Heating System contained fewer toxic chemicals than cigarette smoke, only in cigarette smoke, "said the FDA in a statement.

Yet public health groups are not sold. Harold Wimmer, CEO of the American Lung Association, said in a statement that the organization was "deeply concerned about the health impacts of this new product."

The FDA is still considering PMI's application which, if approved, would allow it to market the iQOS as being safer than cigarettes.

Altria plans to start selling iQOS in Atlanta this summer. There, Altria will open an iQOS store and many mobile stores. Heatsticks, Marlboro brand tobacco sticks used with the iQOS device, will be available in approximately 500 stores, including Circle K, USA Murphy, QuikTrip, RaceTrac, Speedway and other retailers, said Altria.

The company will use Atlanta's knowledge and adapt iQOS "quickly and efficiently," CEO Howard Willard said in a statement.