Philip Morris as a company that follows world trends and consumer desires, created a new electronic product that contains nicotine known as IQOS (I Quit Ordinary Smoking) in order to replace the traditional cigarettes and their harmfulness with a healthier alternative with modified risk. Although “vaping” products have been present on the market for a longer period of time, none of them are yet licensed for commercialization by theUS Food and Drugs Administration (FDA), nor have a permission to be classified as products with modified risk such as IQOS. The IQOS device is a system that heats but does not burn the tobacco, thus significantly reducing the exposure of harmful and potentially harmful constituents that are released during the burning of tobacco. The appearance of IQOS is innovative, a scientifically supported revolution in the tobacco industry.

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