Their concerns center on Philip Morris Internationals marketing of IQOS as a safe, sleek, and stylish product, in a similar way that e-cigarettes were marketed, and concerns that this will lead to non-smokers and youth, in particular, being enticed by the advertising and initiating tobacco use
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Heated tobacco products have been marketed as a better alternative to smoking, but the American Academy of Pediatrics warns the devices contain about the same amount of nicotine as traditional cigarettes and give off secondhand aerosol that is unsafe to breath
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The start of the GFN conference saw the European premiere of a documentary A Billion Lives which is the WHO estimate of tobacco-related deaths by 2100