Altria Group, Inc., parent of Philip Morris, announced on July 7 that the U.S. Food and Drug Administration (FDA) authorized the marketing of its IQOS tobacco heating system as a modified risk tobacco product (MRTP) with a reduced exposure claim. IQOS is the first next-generation inhalable tobacco product to be authorized as MRTP. Unlike cigarettes, the IQOS system heats but does not burn tobacco.
“We’re delighted that FDA authorized IQOS to be marketed as a modified-risk tobacco product,” said Billy Gifford, chief executive officer of Altria. “This authorization gives PM USA an opportunity to communicate additional benefits of switching to IQOS and this decision is an important step for adult smokers
As IQOS system heats tobacco and does not burn it, the process significantly reduces the production of harmful and potentially harmful chemicals. FDA recognized that scientific studies show that switching completely from conventional cigarettes to the IQOS system significantly reduces this exposure.
“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,” said Mitch Zeller, director of FDA’s Center for Tobacco Products in a statement
The exposure modification orders do not permit the company to make any other modified risk claims or any express or implied statements that convey or could mislead consumers into believing that the products are endorsed or approved by FDA, or that FDA deems the products to be safe for use by consumers.
“Our 10-year vision is to responsibly lead the transition of adult smokers to a non-combustible future,” said Gifford. “IQOS is a key part of that future as we develop our portfolio of FDA-authorized, non-combustible products, and actively switch adult smokers to them.”