Issues Next Generation Addiction

The IQOS Illusion

What PMI Wants You to Believe Versus What the Evidence Shows

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Philip Morris International claims IQOS will bring an end to smoking

Philip Morris International claims its vision is that its “smoke-free” products, including IQOS, “will one day replace cigarettes.” But an increasing amount of evidence casts serious doubt on both PMI’s intentions and the IQOS product itself.

Would you really trust a company that built its fortune selling addictive, deadly products that cause disease and death—and that continues to do so? With lives at stake, should you believe what PMI says about IQOS?

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PMI vs. The Evidence

What They Claim

IQOS is only for adult smokers.

The Evidence Shows

PMI has marketed IQOS to a wide, general audience around the world, including young people. It has used influencers, music sponsorships, discounts and more, which may appeal to young people. A leaked Philip Morris Japan document also shows the company planned to promote IQOS to politicians, dentists and audiences of the 2020 Tokyo Olympics—with the apparent goal of increasing IQOS sales and usage. SOURCES

What They Claim

IQOS is smoke-free.

The Evidence Shows

IQOS emissions may be classified as smoke. Independent research has questioned PMI’s “smoke-free” claims. One study that reviewed all available literature found IQOS emissions fit the definition of both aerosol and smoke. Others found that IQOS emissions contain some of the same harmful constituents as cigarette smoke. SOURCES

What They Claim

IQOS is safer than cigarettes.

The Evidence Shows

IQOS has not been proven to reduce the risk of tobacco-related disease and its long-term health effects are unknown. IQOS emissions have lower levels of some toxic chemicals, but have higher levels of up to 80 others, some of which are cancer-causing. Research also shows that biomarker data assessing lung cancer risk is limited and largely shows no improvement after switching to HTPs. SOURCES

What They Claim

PMI’s science on IQOS is “rigorous, robust, and transparent.”

The Evidence Shows

PMI continues to manipulate and misuse science for its commercial benefit. Research has revealed that PMI has used scientific third parties and has infiltrated academic events. Analysis of newly leaked documents uncovered how PMI also covertly funded a consultancy firm and university academics in Japan. Further, the quality of PMI’s clinical studies on IQOS has been questioned by experts. SOURCES

What They Claim

Millions have switched from cigarettes to IQOS.

The Evidence Shows

PMI’s definition of “switching” may not accurately reflect real-world use. When PMI says that people have “switched” to IQOS, it is only looking at a seven-day window, which does not indicate a permanent change in someone’s behavior. In fact, independent research shows many HTP users continue to smoke cigarettes. SOURCES

The Bottom Line

IQOS is addictive and harmful.

The Bottom Line

PMI stands to earn massive profits from selling it to as many people as possible. When marketed widely, IQOS threatens to hook a new generation on tobacco, the world’s leading cause of preventable disease, disability and death.

Learn more about PMI’s research and marketing around IQOS.

See how a leaked marketing document reveals Philip Morris Japan’s plan to manufacture support for PMI’s controversial, addictive product in Japan and around the globe.

Today Japan, Tomorrow the World: Philip Morris Japan’s Leaked Marketing Blueprint for IQOS
Philip Morris is using Japan as a case study to market IQOS.

Learn more about PMI’s covert activities in Japan to promote its science, products and desired rhetoric.

’Keep it a Secret’: Leaked Documents Suggest Philip Morris International, and its Japanese Affiliate, Continue to Exploit Science for Profit

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