‘Reduced-exposure’ misrepresents heated tobacco product (HTP) claims of reduced harm
Lempert LK, Bialous S, Glantz S. FDA’s reduced exposure marketing order for IQOS: why it is not a reliable global model. Tob Control. 2 Apr 2021. Online ahead of print. https://tobaccocontrol.bmj.com/content/early/2021/04/01/tobaccocontrol-2020-056316“Unfortunately, both ‘reduced-exposure’ and ‘reduced-harm’ are classified as ‘modified risk tobacco products’ under US law. Exploiting this confusion, Philip Morris International used the FDA [Food and Drug Administration] decision as the basis for marketing and public relations campaigns outside the USA to press governments to reverse policies that ban or regulate the sales and marketing of HTPs [heated tobacco products], including IQOS. Parties to the WHO Framework Convention on Tobacco Control should reject tobacco companies’ unsubstantiated explicit or implied claims of reduced harm associated with HTPs and resist Philip Morris International’s and other companies’ calls to relax HTP regulations based on the FDA’s actions.”
Stephen Hamann
