Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
Philip Morris' IQOS gets FDA approval to market as modified risk product
Philip Morris' IQOS 3 Duo e-cigarettes / Courtesy of Philip Morris Korea
By Baek Byung-yeul
By Baek Byung-yeul
Philip Morris has received the U.S. Food and Drug Administration's approval to market the company's popular heating device IQOS as a modified risk tobacco product (MRTP), to become the first e-cigarette to receive the designation, the Korean unit of the tobacco giant said Friday.
The U.S. FDA recently designated the company's battery-powered IQOS device as an MRTP, as “data submitted by the company shows that marketing these particular products with the authorized information could help addicted adult smokers transition away from combusted cigarettes and reduce their exposure to harmful chemicals, but only if they completely switch.”
The IQOS heats tobacco instead of burning it. Philip Morris Korea, the local unit of the tobacco company, said the FDA's decision showed its product is different from conventional tobacco products and a better alternative for adults who want to continue smoking.
With the FDA's approval, Philip Morris can now market IQOS with statements that the system heats tobacco but does not burn it, which significantly reduces the production of harmful and potentially harmful chemicals. It can also include that scientific studies have shown that switching completely from conventional cigarettes to the IQOS significantly reduces the body's exposure to harmful or potentially harmful chemicals.
Regarding the landmark ruling, Philip Morris International CEO Andre Calantzopoulos said: “The FDA's decision is a historic public health milestone.
“Many of the tens of millions of American men and women who smoke today will quit ― but many won't. Today's decision makes it possible to inform these adults that switching completely to IQOS is a better choice than continuing to smoke. FDA determined that scientific studies show that switching completely from conventional cigarettes to IQOS reduces exposure to harmful or potentially harmful chemicals.”
According to the tobacco maker, 10.6 million people around the world have switched from conventional tobacco to the IQOS, as of March 31. The company expects the FDA's decision will accelerate the change.
“Harnessing innovations like IQOS to dramatically speed up the decline in cigarette smoking is the opportunity of this century,” Calantzopoulos said. “Comprehensive, science-based regulation can help to rapidly shift adult smokers who would otherwise continue smoking to better options, while simultaneously guarding against unintended consequences.”
Currently, the device is sold in 53 countries. The IQOS is also enjoying popularity in Korea and the Korean unit expects the decision will help boost the market share of IQOS products here.