Altria is expected to file an appeal with the U.S. Court of Appeals. The appeal would not impact the ban, however, and could take up to a year to go into effect. Since this decision impacts only imports, some have speculated that PMI and Altria could make the device within the U.S. and continue to sell and promote IQOS.
Heated tobacco is a new emerging market in the tobacco industry, gaining some traction as more consumers continue to seek alternatives to traditional combustible tobacco. PMI was granted authorization from the FDA to sell and market IQOS in the U.S. back in April 2019 and it was also authorized to market the product as a Modified Risk Tobacco Product (MRTP) [read more here]. The rollout of IQOS in the U.S. has been gradual and controlled, available only in select markets in the states of Georgia, Virginia, North Carolina and South Carolina.
For all the latest news from Philip Morris International, visit pmi.com.