Collection: IQOS USA

In January 2018, United States Food and Drug Administration’s (FDA) advisory panel found that Philip Morris did not provide sufficient scientific evidence to demonstrate that it should be authorized to sell IQOS with modified risk or modified exposure claims. In April 2019, FDA authorized PM to sell IQOS in the U.S., but it has not yet authorized IQOS to be marketed as a modified risk tobacco product.

In its approval, the FDA described that it planned to place: “stringent marketing restrictions on the products in an effort to prevent youth access and exposure.”  The agency indicated that: “We’ll be keeping a close watch on the marketplace, including how the company is marketing these products, and will take action as necessary to ensure the continued sale of these products in the U.S. remains appropriate and make certain that the company complies with the agency’s marketing restrictions to prevent youth access and exposure.”



IQOS is expected to launch in Atlanta in September 2019 with a new retail store announced at Lenox Square in Buckhead.  In addition, the company announced that it plans to offer IQOS in 500 Atlanta area retail stores including Circle K, Murphy USA, QuikTrip, RaceTrac, Speedway, and other retailers. An USA marketing site has been established at getiqos.com.  SRITA identified the first US IQOS advertisement in the September issue of Wired Magazine which was released in mid-August 2019.  We will continue to collect and post USA IQOS marketing as it evolves.