The famous non-combustible IQOS e-cig by Philip Morris that heats up ground tobacco instead of burning it is now available in 25 countries. Previously tested in Japan, this product has led nearly 72% of Japanese smokers to quit smoking entirely in favor of the IQOS. That’s against nearly 7% of ex-smokers turning to vaping electronic cigarettes with nicotine e-liquids.
Notably, at the recent Consumer Analyst Conference Group of New York, Andre Calantzopoulos, CEO of Philip Morris International, stated the intention of PMI to convince all adult smokers switching to reduced-risk products (RRP) ASAP. The electronic heating of tobacco conception follows the trend of anti-smoking movement that tends to reshape the whole smoky business.
Advertising campaigns that Philip Morris spreads across the UK and the USA look like an effort to re-brand the Big Tobacco to fit the new anti-smoking community. They call for support of Governments and local authority cessation services to provide smokers with information on how to quit smoking and switch to ‘a better alternative’.
Their advertisements in UK-based newspapers are encouraging the global quit-smoking campaign naming it ‘our new year’s resolution’ because ‘we’re trying to give up cigarettes’. Does it mean that a huge tobacco company that previously invested $500 million in a new plant producing tobacco HeatSticks is giving up their business?
Clouds dissipate – PMI’s researches are false?
While the stated as ‘safe cigarette’ IQOS with its HeatSticks, followed by $2 billion portfolio investment is being so righteous about curing the mankind, the ordinary cigarettes keep being supplied by Philip Morris around the world in the overall quantity of more than 500 billion units per year.
Independent scientists are not that optimistic about saving lives by heating up tobacco. Stanton A. Glantz, Ph.D. claims that PMI works to avoid the truth and proves by his research that ‘there is no statistical difference in the harm caused by IQOS product and traditional cigarettes’.
The so-called ‘Swiss study’ by Dr. Reto Auer of the University of Bern in Switzerland suggests that IQOS HeatSticks produce the level of nicotine equal to the standard cigarette with some of the cancer-causing chemicals (polycyclic aromatic hydrocarbons) being released in significantly higher amounts than in combustibles.
Just after the abovementioned study was published, researchers received some alarming letter from Philip Morris (according to an email from the University of Lausanne received by the Washington Post reporters), after which they cut down any communication with public sources. The aggressive marketing of the Big Tobacco went even further by publishing their critical ‘Review of the article entitled “Heat-Not-Burn Tobacco Cigarettes: Smoke by Any Other Name” where they are basically dictating methodology and interpretation that should be used, in their opinion, in all the IQOS researches.
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