It has been announced by Philip Morris International (PMI) that the corporation intends to totally shift its business away from the selling of combustible tobacco products in order to create a smoke-free future. Both PMI’s IQOS and its heated tobacco product (HTP) IQOS are expected to play a significant role in this prospective future. Many of PMI’s claims about its product, on the other hand, aren’t backed up by outside evidence. These claims include PMI’s assertions regarding the product’s effectiveness in decreasing hazards and aiding people in stopping smoking. That’s not PMI’s commercial purpose; rather, it’s to ensure that consumers continue to buy its products, such as IQOS, and to raise the number of customers who do so.
IQOS user must know this
PMI produces estimates on IQOS users, IQOS usage, and other tobacco product consumption based on their own research and market data. As IQOS use research is available on the PMI Science website and in certain external publications, but PMI does not disclose how it generates its estimates of IQOS use throughout the globe publicly. As of October 2020, independent confirmation of PMI’s forecasts for the global IQOS user population had not been made, despite some research into the incidence of HTP use by that time (including IQOS).
In the past, Philip Morris has claimed that its products help people stop smoking. And before PMI broke from parent company Altria in 2004, it designed and started marketing its own quit smoking programme, named “QuitAssist.” Although this approach was unsuccessful, it provided the company with opportunities to engage with public health and the government, even if it wasn’t successful.
Though PMI uses the phrase “stopping,” the business describes the concept in terms of “switching,” “converting,” or “making the transfer” to IQOS rather than a complete cessation of all tobacco consumption. The phrase “switch” is used twenty times in its “Scientific Update” for September 2020, but the word “quit” is only used once in the same section. A study on electronic cigarettes only uses the phrase “cessation” in the abstract.