This Could Change The Future Of Vaping In America Forever


The FDA recently gave formal approval to Philip Morris to begin selling their iQOS devices in the US, setting the stage for their attempted takeover.

Smoking remains the leading cause of preventable death and disease around the world. Even after several decades of intense regulation and public education, we still have a long and vital fight with Big Tobacco. These companies spent decades and billions of dollars trying to hide the truth about prolonged tobacco use, leading to millions of more deaths. However, as time goes on, and smoking rates continue to decline, these once invincible Big Tobacco companies are now beginning to see the writing on the wall for their antiquated product. You don’t have to look very far to find several Big Tobacco companies releasing their own vaping products, or buying their way into established brands.

The latest development has sent shockwaves through the industry, as the FDA just approved Philip Morris’ iQOS devices to be sold in American stores starting later this year. As usual, both sides of the vaping debate have had plenty to say about the development. But this time things are a bit more complicated since many vaping advocates and anti-vapers agree that Big Tobacco owned products like iQOS shouldn’t be supported. Experts are warning this may only be the start of much more significant problems which radically change the face of vaping in America.

Approved For Sale

News that the FDA had approved iQOS for sale came as a surprise to many. When Philip Morris submitted two proposals seeking to sell and market the products, most felt they would be shot down like many others. However, the FDA officially approved the first proposal, which allows PMI to sell their iQOS heat not burn devices across the nation. It’s worth mentioning that PMI doesn’t actually do business in America, and instead has a partnership with Altria to sell their products domestically. Regardless, this move makes way for the first legal heat not burn devices in the country. Another clear step forward in Big Tobacco’s push to take over the vaping industry.

The second proposal made by PMI and Altria involves marketing their iQOS as “safer than smoking.” As bad as approval for any Big Tobacco alternative is, it’s much worse if they’re allowed to sell them as safer when traditional vaping is still barred from doing so. We’ll have to wait and see if the FDA is genuinely this misguided, but either way, things are about to get a lot more interesting in the vaping community. The initial release is set for this summer in the Atlanta area, with an official iQOS store along with several mobile locations.

Vaping Vs. Heat-Not-Burn

It’s pretty crazy the FDA is even entertaining the idea of approving iQOS to market themselves as a safer alternative to smoking. Especially when traditional vaping hasn’t been able to secure this approval, despite years of positive research. In fact, we’ve known since at least 2015 that vaping is at least 95% safer than smoking thanks to a report by England’s public health agency, PHE. Ever since we’ve gotten plenty of studies which back up those findings, including a report published a few months back which found the toxicants in smoke are 93% higher than in e-liquid vapor. But perhaps the most important finding we have about vaping is the report from the Journal of Aerosol Sciences which concluded the excess lifetime cancer risk of a smoker is about 57,000 times higher than a demographically similar vaper.

It’s not just harm reduction either. We have several studies which indicate e-cigarettes are one of the best tools we have at our disposal in the fight against tobacco. For instance, a report conducted by researchers at the University of Louisville tested all the most commonly used smoking cessation methods and devices to determine which are the best. After analyzing their data, the team concluded vaping was the single most likely to lead to a successful quit attempt, even beating out popular prescription drugs. Finally, for those who more worry about the impact on teens than the value they provide adults, we also have plenty of reason to believe their fears are overblown. A report of over 60,000 teens by Action on Smoking and Health concluded less than 0.5% of non-smoking teens are ever vaping more than a few times. So it seems fears that vaping is leading to a new generation of smokers is woefully exaggerated.


It should be abundantly clear by now that Big Tobacco aims to take over the vaping industry any way they can. After the decades of misinformation and putting profit over human lives, why should we allow these companies to swoop in and steal the very industry which finally disrupted their dominance? Millions of people died while companies like Philip Morris International knowingly lied to the public about the risk. What stops them from manipulating e-liquids to maximize addiction, much as they did with tobacco? That’s why we must reach out to our legislators and let them know that we won’t stand for the FDA supporting Big Tobacco while continuing to demonize the vaping industry. Together we can begin to change the momentum.

Are you upset the FDA approved iQOS for sale in America? Do you think it’s a big problem for Big Tobacco to get involved in vaping? How can we best protect our vaping rights moving forward? Let us know what you think in the comments, and don’t forget to check back here or join our Facebook and Twitter communities for more news and articles.

Jimmy, lover, blogger, vaper and ex-smoker. I’ve been blogging about and supporting Vaping since 2009. They changed my life and I think history will show them as one of the most significant public health invention of the 21st century.

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1 Response

  1. Jeffery Robinson says:

    Awesome article brother … Very well written.

    I have already reached out to my local representatives … State, county and city.

    I stopped smoking tobacco cigarettes 6 months ago with the help of vaping … I tried the patches and gum and neither helped … Vaping was the only way I finally quit smoking cigarettes after 17 years man … 17 freaking years.

    I’m actually down to 3MG now … Started at 12MG … It really pisses me off that our elected officials are so stupid to believe vaping is as harmful to people as tobacco cigarettes … Also pisses me off that no one talks about the 0MG in e juice … Not all e juice has nicotine in it.

    Great job brother … Keep pushing.

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