FDA Puts Kids, Public Health at Risk by Allowing Philip Morris to Market IQOS Heated Cigarette as Modified Risk Tobacco Product

Statement of the Campaign for Tobacco-Free Kids, American Cancer Society Cancer Action Network, American Heart Association, American Lung Association and Truth Initiative
July 07, 2020

WASHINGTON, D.C. – Setting a dangerous precedent that puts kids and public health at risk, today the U.S. Food and Drug Administration authorized the marketing of Philip Morris’ IQOS heated cigarette as a “modified risk tobacco product” despite the FDA’s acknowledgement that Philip Morris failed to show that IQOS presents a reduced risk of tobacco-related disease and without requiring Philip Morris to provide evidence, based on any U.S. data, that the product’s marketing won’t appeal to kids. With today’s action, the FDA has created a real danger that kids and adults will falsely believe IQOS has been proven to present a lower health risk and that kids will be exposed to marketing that portrays IQOS, a highly addictive tobacco product, as an appealing, cool alternative to cigarettes, in much the same way as e-cigarettes.

In its decision, the FDA acknowledges that the impact on youth of allowing IQOS to be marketed as a modified risk product is “unclear.” Such doubts should be resolved by protecting our kids, not by making them guinea pigs in a Philip Morris marketing experiment. The last thing we need is yet another tobacco product that addicts kids and misleads consumers about health risks.  READ MORE