TABLE 1. Comparing the United States FDA MRTP order with Philip Morris International’s statements.

FDA MRTP order	Philip Morris International talking points/statements to press	Key omissions in Philip Morris International’s statements about the FDA MRTP order for IQOS
The FDA categorizes IQOS as a “non-combusted cigarette” not an “electronic nicotine product” which could be confused with products categorized as “electronic nicotine delivery systems,” which contain no tobacco leaf (2).	“IQOS is the first and only electronic nicotine product to be granted marketing orders through the FDA’s MRTP process” (11, 12).	The FDA acknowledged IQOS is not safe (2). Users are still exposed to many harmful chemicals, and long-term use is likely to produce significant health risks when compared with not using any tobacco products (15).
The FDA specifically prohibited messages that referred to IQOS as “safer” or “less harmful.” (2)	“IQOS is a fundamentally different tobacco product and a better choice for adults who would otherwise continue smoking” (12).	The FDA did not find that the use of IQOS reduced the user’s risk of disease or that the product was less harmful than smoking cigarettes (15).
The FDA did not find that the use of IQOS reduced the risk of disease in users, or that the product was less harmful than smoking conventional cigarettes. In addition, according to the FDA, Philip Morris is not allowed to make any statements in the US that “convey or could mislead consumers into believing” that IQOS is endorsed or approved by the FDA, or that the FDA deems the products to be safe for use by consumers (2).	Reference to IQOS as a “lower risk” (13) or “reduced risk” product (14).	The FDA did not find that IQOS could help smokers to quit (15).

FDA, Food and Drug Administration; MRTP, modified risk tobacco product.

Source: Prepared by the authors based on information and data from the July 7, 2020 FDA modified risk tobacco product order for heatsticks and IQOS system holder and charger, and press releases and media statements by Philip Morris International and its subsidiaries.