Selling Cessation by Another Name?

Philip Morris International’s latest non-cigarette is already popular in Japan, Russia, and Europe. Now it’s received FDA approval for US sales—with some conditions.

“IQOS”—a “heat not burn” tobacco product—can’t claim to be safer than cigarettes or be sold as a smoking cessation device.
 
But critics worry that’s what they are effectively sold as.

PMI hopes IQOS will overtake cigarettes. And the brand may benefit from the eroding reputation of vapes, which contain more substances including synthetic nicotine.
 
Moreover, this discreet cigarette alternative means people can puff pretty much nonstop—meaning more profits.

The Atlantic

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