Health Advocates Challenge PMI’s Claims About IQOS in the U.S.

Health campaigners have written to U.S. regulators accusing Philip Morris International (PMI) of misrepresenting regulatory decisions to support the launch of its IQOS device. They claim PMI has made misleading statements suggesting FDA approval of reduced risks. The FDA is yet to decide on PMI's latest applications.

Health campaigners have accused Philip Morris International (PMI) of misrepresenting past regulatory decisions to support the U.S. launch of its heated tobacco device, IQOS. In a letter to the FDA, six anti-tobacco and health groups, including the American Academy of Pediatrics and the American Lung Association, alleged that PMI has made deceptive statements suggesting the FDA has endorsed IQOS as reducing disease risk.

These groups cited examples from multiple countries and included independent studies showing lower smoking cessation rates than PMI's claims. They argued that these findings impact whether PMI should be allowed to market IQOS in the U.S. A PMI spokesperson maintained that the company's statements were consistent with FDA orders, and the FDA acknowledged receipt of the letter but did not comment further.

IQOS heats tobacco rather than burning it, aiming to reduce harmful chemicals. The FDA authorized an older version in 2019, but PMI's claims of reduced health risks were previously denied due to insufficient evidence. PMI's current applications are still under review. Independent studies from Japan and Korea highlight discrepancies in PMI's data on smoking cessation, raising concerns over dual use of cigarettes and IQOS among users.

(With inputs from agencies.)