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Philip Morris International is marketing its primary vaping product, IQOS, as a new health standard.

Based in New York City, Philip Morris is one of the world’s leading tobacco companies and continues to spark innovation with its offerings.

Philip Morris on Aug. 30 reported IQOS, a heat-not-burn product, lowers the risk of “incidence and multiplicity of lung carcinomas in a cancer animal model,” according to

A/J mice were utilized for the 18-month inhalation research initiated by the company. When around cigarette smoke, A/J mice are prone to developing lung cancer and lung emphysema.

Over the course of the IQOS study, the test mice, when exposed to cigarette smoke, showed an increased presence of lung carcinomas. But the subjects displayed lower ratios of lung carcinomas when exposed to IQOS or in a conventional setting.

IQOS remains the company’s top smoke-free product, selling more than 1.9 million devices since its inception more than a year ago.

The IQOS study concluded that smoke-free devices will continue to help lower the health risks of vaping over combustible cigarettes.

Manuel Peitsch, who serves as Philip Morris’ chief scientific officer, contended the company’s investment in consumer safety will pay off over the long term.

“This milestone study further strengthens the scientific evidence showing that switching to IQOS is a better choice for smokers than continuing to smoke cigarettes,” Peitsch said.

Despite a series of studies indicating vaping’s overall reduced health risks, the Ministry of Food and Drug Safety in South Korea released a contradictory statement last June. It cited five “cancer-causing” substances were found in heat-not-burn electronic cigarettes sold in the local market. The carcinogens were benzene, benzopyrene, formaldehyde, nitrosamine ketone, and nitrosopyrrolidine, reported.

Apparently ignoring the Ministry of Food and Drug Safety advice, about one million former cigarette smokers in South Korea made the move to vaping to help them quit.