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FDA authorized PMI to market IQOS with the claim that switching completely from conventional cigarettes to IQOS reduces consumer exposure to harmful chemicals, even though most members of an official FDA advisory panel of experts were skeptical of the claim

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Archived from the original on December 23, 2016

It is the only major cigarette brand that makes the claims natural, organic and additive-free. Researchers at the Schroeder Institute for Tobacco Research and Policy Studies at Truth Initiative found that nearly 64 percent of Natural American Spirit smokers inaccurately believe the cigarettes are less harmful than other brands