Preparing IQOS launch

Philip Morris International is preparing to introduce its heat-not-burn products to the Philippines after the creation of regulations governing such products, according to a story in The Manila Standard.

PMI Asia’s director for regulatory strategy and engagement James Arnold was quoted as saying that while some countries had no regulations covering these new tobacco products, consumers were nevertheless ready to embrace the new technology.

“What we are doing is for those people who cannot and won’t quit smoking,” said Arnold.

“Based on a study, there are millions of Filipinos who are still smoking and there [are] more than a billion smokers across the world. Twenty years after, there will still be a billion smokers globally. What do we want to do with them? At least provide them with better alternatives,” he said.

Despite the absence of laws covering these products, a few people are using them, having acquired them from other countries or from the black market in Manila.

“What is the most important here is the minimum age law,” Arnold said. “We don’t want children dipping their hands into something that should be regulated.”

Quality and safety standards and health warning labels, though not as graphic as those seen on combustible-cigarette packs, were also seen as being critical.

Another measure that would help improve the regulatory scheme was the scientific substantiation of the product and regular monitoring and surveillance.

“Products that don’t burn should be regulated differently than cigarettes,” Arnold said. “This is totally a different category that should be regulated differently than cigarettes, although the same principles will apply.”