Diễn đàn: Marketing of New Heated Tobacco Product IQOS
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Trích dẫn xysoom Replybullet Chủ đề: Marketing of New Heated Tobacco Product IQOS
    Ngày gửi: 07 May 2021 lúc 3:07pm
Marketing of New Heated Tobacco Product IQOS


Heated tobacco products (HTPs) are a growing category of novel tobacco products. They typically consist of an electronic heating component and a tobacco insert in the form of a cigarette-like stick or a capsule. Whereas conventional cigarettes rely on combustion of tobacco, HTPs aerosolize nicotine from tobacco at lower temperatures. HTPs also differ from nicotine vaping products (commonly referred to as e-cigarettes) in that they contain actual tobacco, as opposed to the tobacco-free nicotine solutions found in e-cigarettes. Although the engineering and design of contemporary devices have been modernized, HTP technology dates back decades, to products such as Eclipse and Accord. Unlike those “early-generation” HTPs, which never achieved widespread demand, contemporary HTPs have gained significant traction in a number of countries.To get more news about Heat not burn, you can visit hitaste.net official website.

The leading brand of contemporary HTPs is called IQOS. It is manufactured and sold by the largest tobacco company, Philip Morris International (Fig. 1).3 IQOS is currently available for purchase in 55 countries.4,5 IQOS headlines an expanding smoke-free product line from Philip Morris, as the company looks to alter its public persona from being a leading cigarette manufacturer to “delivering a smoke-free future.”6

While IQOS spread to numerous countries from 2016 to 2018, it remained unavailable in the United States, where each novel tobacco product requires authorization from the U.S. Food and Drug Administration (FDA) through Premarket Tobacco Product Applications (PMTAs). The PMTA pathway requires the manufacturer to “provide scientific data that demonstrates a product is appropriate for the protection of public health” prior to receiving marketing authorization.7 Philip Morris submitted a PMTA for IQOS on March 31, 2017, which underwent a 2-year evaluation process resulting in the FDA authorizing IQOS to the market.8 On October 1, 2019, the first IQOS store opened its doors in an Atlanta, Georgia, shopping mall (Fig. 2).
In addition to submitting a PMTA in 2017, Philip Morris had already submitted a Modified Risk Tobacco Product (MRTP) application to the FDA on November 18, 2016 (Fig. 2). MRTP authorization allows a manufacturer to make certain claims regarding modified exposure or modified risk as compared with smoking cigarettes. IQOS’s MRTP application went through its own review process, which culminated with the FDA authorizing the following modified-exposure claims on July 7, 2020: “The IQOS system heats tobacco but does not burn it”; “This significantly reduces the production of harmful and potentially harmful chemicals”; “Scientific studies have shown that switching completely from conventional cigarettes to the IQOS system significantly reduces your body’s exposure to harmful or potentially harmful chemicals.”

The FDA simultaneously rejected two claims of reduced risk from IQOS: “Scientific studies have shown that switching completely from conventional cigarettes to the IQOS system can reduce the risks of tobacco-related diseases” and “Switching completely to IQOS presents less risk of harm than continuing to smoke cigarettes.” The distinctions between modified exposure and modified risk are crucially important: just because a product emits fewer toxic compounds than conventional cigarettes (i.e., modified exposure) does not in and of itself confirm that a product will confer less health risk (i.e., modified risk).
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