IQOS labelling will mislead consumers

Tobacco Control
Karma McKelveyBonnie Halpern-Felsher

Abstract

Philip Morris International (PMI) continually expands and diversifies their nicotine product portfolio, which includes IQOS, a heated tobacco product. In December 2016, PMI filed a modified risk tobacco product (MRTP) application with the US Food and Drug Administration (FDA), seeking authorisation to market IQOS in USA with three claims of reduced harm: 'switching completely from conventional cigarettes to the IQOS system…' (1) 'can reduce the risks of tobacco-related diseases;' (2) 'significantly reduce[s] your body's exposure to harmful or potentially harmful chemicals;' and (3) 'presents less risk of harm than continuing to smoke cigarettes.' Consumers may misunderstand what is meant by 'switching completely'. We critically reviewed study reports submitted to FDA by PMI in support of proposed marketing claims in its MRTP application for IQOS and focused on the statement that switching completely to IQOS reduces risk. We found deficiencies with evidence provided by PMI supporting their assertions that: current smokers will understand what is meant by the phrase 'switching completely'; the proposed claims will not decrease smokers' intentions to quit; and IQOS users will in fact 'switch completely' from smoking cigarettes to ...Continue Reading

References

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Citations

Aug 31, 2018·Tobacco Control·Amy L NymanMichael P Eriksen
Oct 12, 2018·Tobacco Control·Jesse EliasPamela M Ling
Oct 26, 2018·Tobacco Control·Stanton A Glantz
Oct 7, 2018·Tobacco Control·Lauren Kass Lempert, Stanton A Glantz
May 28, 2019·Israel Journal of Health Policy Research·Bonnie Halpern-Felsher
Mar 29, 2020·International Journal of Environmental Research and Public Health·Lizeth Cruz-JiménezJames F Thrasher
Jul 1, 2020·Tobacco Control·Lauren Kass Lempert, Stanton Glantz
Apr 1, 2020·Journal of Epidemiology·Ayaka IgarashiKen Osaka
Feb 13, 2020·Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco·Michael S DunbarElizabeth J D'Amico
Nov 7, 2020·International Journal of Environmental Research and Public Health·Minji KimPamela M Ling
Apr 4, 2021·Tobacco Control·Lauren Kass LempertStanton Glantz

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Software Mentioned

IQOS

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