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While the use of such colour change material would probably have little or no effect on the actual effectiveness of the filter tip material, the advertising and sales advantages are obvious

In July 2020, however, the 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 external experts were skeptical of the claim

* BAT's global brands include Dunhill, Kent, Lucky Strike, Pall Mall and Rothmans