IQOS is an abbreviation for ‘I Quit Original Smoking’. It is the first device that introduces a new class called ‘heated not burn’ or ‘heated tobacco products’. It is not like smoking or vaping, but another way to inhale nicotine. It is a USB-charged device similar to an asthma inhaler. There is a port at the far end, where tobacco roll [looks like short cigarette] is placed. It has no flames or smoke but a ghostly aerosol to exhale.
In April, FDA approved the sales of IQOS, a heated tobacco device in the US. It is an electronic tool, which FDA has categorized as a cigarette. It is subject to every limitation associated with traditional cigarettes. You can buy IQOS on hnb.one website at affordable rates.
Facts associated with IQOS to know
Technology used is different than the e-cigarettes
The heated products are built differently as they make use of real tobacco and not flavored e-liquid found in the e-cigarettes. The heat-not-burn device is designed to allow users experience what feels and looks like smoking a conventional cigarette without gulping the smoke from combusted tobacco. The device heats tobacco at low temperature and releases little nicotine to inhale as well as temporarily feel stimulated.
FDA approves its sales but is awaiting evidence of its safety claims
IQOS claims to be safe than conventional cigarettes, but FDA has not approved it to be a safe product even if it has allowed the sales. The company has submitted two applications with different regulatory approvals. The first one is to sell the product as a new tobacco product, which is called ‘Pre-market approval’.
The second is to market it as less harmful than the other tobacco products. These are called ‘Modified Risk Tobacco Product’ sanctions. FDA sanctioned the Pre-market approval application but the decision to market the product as less harmful is still pending.
Heated tobacco products safety claims are weak
The claim that heated tobacco products are a safer alternative than a cigarette is based on the fact that tobacco when burnt triggers combustion. It releases more than 7,000 toxic chemicals on burning. IQOS is claimed to be less damaging than conventional cigarettes because it releases fewer toxicants.
Many newspapers publish that how can IQOS be safe when it still exposes users to diseases. The company’s data itself does not support this claim. Low toxic level does not indicate low damages when people use them. The reduced exposure claims have been misinterpreted as lowered harm claims.
IQOS can attract youth
Marketing ads display IQOS as ‘high-tech, sophisticated and aspirational’ or ‘sleek and exclusive like iPhones’. Such marketing tactics can appeal youngsters and young adults to IQOS. Currently, there is a rise in e-cig among many young adults. Many of them have not even smoked a traditional cigarette.
Three-quarters of the e-cigarette market in the US includes mid and high-schoolers. Just like e-cig was marketed as a high-tech, smokeless, and harm reduction alternative, which appealed to the youngsters, it is possible that IQOS promoted in the same way will appeal to adolescents.
To avoid youth access and exposure to IQOS ads and promotions, FDA is restricting how to market the products, especially via social media and websites. It emphasizes targeting heated tobacco products towards adults.
These products are a ploy to handle increasing regulations
Heated tobacco products are tobacco companies attempting to bypass government regulations with harm reduction claims. They are using this strategy to reframe the sector offering solution to a problem.
Among decreasing social acceptability of using tobacco and declining cigarette consumptions, companies are manipulating regulatory loopholes to increase social acceptance of their tobacco products.