- The U.S. Food and Drug Administration on Tuesday said it would allow Philip Morris to sell a heated tobacco product called IQOS in the United States, a major victory for the international tobacco giant as it looks to sell more alternatives to traditional cigarettes.
The FDA's move is certain to add fuel to a growing debate among public health advocates on whether such smoking alternatives shift lifelong smokers to less harmful products or risk addicting a new generation to nicotine. E-cigarette use among middle- and high-school students surged last year, according to federal data, sparking a crackdown on the device makers by the FDA.
The move gives Altria yet another stake in a product designed as an alternative to traditional cigarettes, following its $12.8 billion deal in December to take a 35 percent stake in Juul Labs Inc. While Tuesday's FDA decision allows Philip Morris to sell IQOS products, they must carry similar warning labels as traditional cigarettes and are subject to the same restrictions on television, radio and print advertising.
IQOS is currently available in Japan, South Korea, and throughout much of Europe. Tuesday's announcement by the FDA opens a huge market for the devices and the decision is likely to be cited by health regulators in other countries as Philip Morris expands distribution. Company executives have promoted the idea that non-combustible products such as IQOS will replace cigarettes and that the company is well positioned to help smokers switch to less harmful products.
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