The tobacco product manufacturer "Philip Morris Ukraine" welcomes the completion of the study by the Antimonopoly Committee of Ukraine (AMCU), which confirms the accuracy of information regarding the properties of tobacco heating systems (IQOS) and highlights the need for clarification to enhance consumer understanding.
As reported by the company's press service to the "Interfax-Ukraine" agency, during the investigation into the credibility of the information disseminated by the company regarding a 95% reduction in harmful chemical emissions from IQOS compared to cigarettes, the AMCU received scientifically substantiated and accurate information about the product, validated by over 50 scientific studies conducted worldwide.
"For 'Philip Morris,' trust and honest relationships with consumers have always been and remain a top priority. (…) 'Philip Morris' anticipates the full text of the AMCU recommendations and will take them into account to make information about such studies and the properties of IQOS even more detailed, accessible, and understandable for Ukrainian consumers, which will enhance their awareness of such products," the company emphasized.
Additionally, it was reported that since 2008, the company has invested over $12.5 billion in the development, scientific research, and commercialization of IQOS globally. Since the product's launch in the Ukrainian market in 2016, investments in Ukraine have amounted to approximately 7 billion UAH. In 2024 alone, $11 million was invested in the launch and development of the commercial infrastructure for the innovative IQOS ILUMA tobacco heating system.
'Philip Morris Ukraine' emphasized that the scientific foundation is one of its key priorities and promised to inform consumers about the results of scientific research to make this information more accessible and understandable, adding that they have ambitions to further develop this direction.
The AMCU provided "Philip Morris Ukraine" with recommendations on Tuesday to cease the dissemination of inaccurate information regarding the properties of tobacco heating systems (IQOS), according to the regulator's website.
The committee reminded that the case was preceded by a complaint from an individual who approached the regulator with a grievance regarding the actions of LLC "Philip Morris Sales and Distribution," particularly concerning the dissemination of claims about the greater safety of IQOS compared to cigarettes, which the complainant believes misleads consumers.
The WHO Representation in Ukraine and the Ministry of Health informed the AMCU that there have been few studies conducted on the effects of electrically heated tobacco products (especially on humans), as the widespread marketing and use of these products emerged relatively recently, thus necessitating further research to substantiate claims about the reduced long-term health risks of IQOS for consumers.
During a consumer survey, the AMCU found that some consumers misinterpret the information the tobacco manufacturer aims to convey, asserting that IQOS is safer compared to cigarettes.
"In examining the case regarding variations of the claim 'IQOS emits 95% fewer harmful chemicals compared to cigarettes' along with explanations/qualifications, it was found that they do not specify the exact amount of harmful chemicals upon which the calculation of the reduction in such substances emitted when smoking IQOS and cigarettes is based; therefore, such claims are inaccurate," the regulator emphasized.
The AMCU also established that claims regarding the lower risk of IQOS compared to cigarettes lack information about the studies on which such conclusions are based; hence, these claims are also inaccurate.
The regulator pointed out that LLC "Philip Morris Sales and Distribution" is obligated to further inform consumers about the properties of IQOS in a manner that excludes inaccuracies.
As reported, the AMCU initiated proceedings against LLC "Philip Morris Sales and Distribution" on December 30, 2022, for potential unfair competition, as the company claims greater health safety for its IQOS tobacco heating systems compared to regular cigarettes.
JSC "Philip Morris Ukraine" is part of Philip Morris International, one of the largest tobacco product manufacturers in the world. It has been operating in Ukraine for over 20 years and owns a factory in the Kharkiv region. Before the Russian armed invasion, approximately 1,300 people were employed at the company's facilities. Prior to the war, the factory served as an export hub for more than 20 countries, including major markets such as Japan and Egypt.
The company's brand portfolio includes Marlboro, L&M, Chesterfield, Parliament, Bond Street, and others. PMI also produces IQOS tobacco heating systems and the tobacco sticks for them.