What are IQOS Products?

IQOS products are changing the landscape of tobacco use. Although technically they have the same chemical structure, synthetic nicotine does not come from the tobacco plant. Instead, it is developed through patented manufacturing processes in laboratories. There are a variety of forms of synthetic nicotine –  from ones that are identical to the tobacco-derived one (TDN), formed by 99% of (S)-nicotine, to others that have a different percentage of (S)-nicotine and (R)- nicotine. Due to its production process, producers claim that synthetic nicotine lacks the impurities that are often found in the TDN. Despite people saying IQOS synthetic nicotine products became famous thanks to the cool design and elegance, the real purpose behind the marketing campaigns was to provide smokers with what they truly want: to quit. 

My Personal Journey

Personally, I have been a smoker for 8+ years and the reality is that at some point, all smokers try to quit the habit but the addiction makes it difficult to stop. This is where IQOS plays a role: thanks to this cool cigarette, smokers don’t feel they are doing something as bad for their health as it has been proven to have reduced risks compared to classic cigarettes. Regardless of the potential benefits, there has been a lot of debate around these products and the lack of regulation for them. 

New Regulations and Predictions 

The FDA’s newest restriction for e-cigarettes was their January 2020 ban on refillable cartridge e-cigarettes with mint or fruit flavors that targeted younger demographics. Under a federal court order, all US manufacturers of these items had to remove all flavored products from the market or apply for an agency review. Although reviews are still ongoing, the July 13 2022 deadline is fast approaching and any synthetic nicotine product not authorized by FDA must come off the market. 

As corporations and governments continue to wage feuds over tobacco industry regulations, the number of overall smokers has dropped over the last years, according to the fourth WHO global tobacco trends report. It showed 1.30 billion tobacco users worldwide, compared to the 2015 statistic of 1.32 billion smokers. WHO predicts an additional 1.27 billion person decrease by 2025 – which would ultimately drop around 50 million tobacco users in a 10 years frame. 

Many nations are working to lessen tobacco addiction and promote healthier lifestyles and alternatives. New inventions and e-cigarettes continue to be created and evaluated for risks and benefits as countries work to achieve a 30% tobacco use reduction goal. 

While I am happy that many people are now quitting their smoking habits, I found IQOS to be a great example of how to market something that isn’t necessarily good for your health. Although I quit smoking a while ago, I can see how people that have also overcome this vice are now intrigued by the elegance of this product – and Phillip Morris’ incredible advertising around it is one of the reasons. Smoke-Free campaigns were very popular, but the reality is that if you quit smoking cigarettes, you just may start smoking IQOS. An interesting concept to ponder!