Long term studies.
Once IQOS is available in the market, the research moves from being conducted in a pre-market setting to a real-world post-market setting. There, we look at how the product is being used and by whom in order to complement our pre-market findings and to do our best to identify and prevent use or uptake by unintended audiences. After years of commercialisation in many countries, the available data confirms our pre-market observations, in particular in terms of IQOS’ appeal to adult smokers and the relative lack of interest in former and never smokers. We also monitor reports of health effects now that the product is used by millions of adult users. Long-term studies will eventually help us to evaluate the potential disease–specific risk reduction of IQOS. Gathering data to answer this question takes time, but it’s the right choice. So far, all the data we’ve seen points in the right direction.