Philip Morris defends IQOS claims regarding reduced harmfulness

Philip Morris is marketing its IQOS heated tobacco product as a less harmful alternative to traditional cigarettes, claiming it can reduce exposure to certain harmful substances by up to 95 percent. According to Dr. Christoph Neubert, Senior Manager Scientific & Medical Affairs at Philip Morris Germany, this figure refers specifically to the average concentration of nine key harmful substances identified by the World Health Organization (WHO) under standardized laboratory conditions.

Despite the reduction in specific pollutants, the company acknowledges that lower levels of harmful substances do not automatically equate to a proportional reduction in overall health risks. The product works by heating real tobacco to create an aerosol rather than burning it, which avoids many combustion-related toxins. However, nicotine delivery remains similar to traditional cigarettes, maintaining the potential for addiction.

Critics, including medical professionals and youth protection advocates, have raised concerns regarding the company's lifestyle marketing strategy. They argue that positioning IQOS with an aesthetic similar to modern electronic gadgets may downplay health risks and lower the barrier to entry for non-smokers.