Philip Morris defends IQOS safety vs regular cigarettes

From: Pulse [Korea]

Philip Morris Korea Inc., which could face punitive action if found guilty of false or exaggerated advertising, strongly refuted the latest finding by the South Korean government that underscored health risks in the heat-not-burn cigarettes.

The maker of the iconic heated tobacco product IQOS flagged its own clinical study in a press briefing on Monday to defend its original argument that smokeless tobacco can reduce health risks, an appeal that has made the novel concept device sell 1.9 million units in just a year after its launch in June 2017 and made Korea its second-largest market after Japan, where the product has been sold since 2015. About 1 million smokers in Korea are estimated to have switched to its vaping device.

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