ATLANTA — A new product from Philip Morris is about to hit metro Atlanta stores claiming to be a safe tobacco device. But is it really?
Here's how various products differ: Cigarettes hold nicotine and tobacco which burn, creating smoke. And e-cigarettes don't have tobacco with a liquid chemical containing nicotine, which is heated to create vapor.
The newest entry to the fray is called IQOS - an electronic device which heats but doesn't burn tobacco-filled sticks. Those sticks still contain nicotine.
The Food and Drug Administration found IQOS puts off toxic chemicals at levels lower than cigarette smoke. But, the nicotine levels are closer to that of a cigarette, leading the FDA to note some cigarette smokers may quit smoking to use IQUOS exclusively.
So, how risky is IQOS? The FDA's research is limited. However, 11Alive's medical correspondent Dr. Sujatha Reddy said the presence of tobacco and nicotine are red flags.
"The FDA cleared it to be sold. It isn't like the FDA is granting its approval for this product and they're lumping this into cigarettes as far as the regulations around marketing, etc.," Reddy said. "So, there is no way this is going to be considered a safe device. It just may be less hazardous to your health than actual cigarettes."
Philip Morris submitted two applications for the device. One was for it to be sold in the U.S., which was approved. The second, which hasn't been ruled upon, asks for approval to market the device as less harmful than cigarettes.
According to 2017 data from the Centers for Disease Control and Prevention, there are 34.3 million adult smokers in the U.S. - down drastically form 2005. On Wednesday, the American Lung Association advocated against using IQOS as a cigarette alternative - or at all.
"The Lung Association is concerned that this is another addictive device on the market and that ultimately the single best thing somebody can do to improve their health is to quit and end their addiction for good. Unfortunately, there is a lot we don't know about this new product and I certainly wouldn't want to take Big Tobacco's word for it."
The FDA found IQOS, by definition, is still considered a cigarette. That means Philip Morris must follow certain federal regulations. It can't be advertised on TV or radio and Philip Morris must submit plans for how it will market the product toward adults, while limiting access to children.
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