[Consumerwide_ Yohan, Bok Reporter] "Government - citizen communication about public health help for electric cigarettes needs to be extended, and policies have to be decided based on fact." This is what Young-jae Baek , the CEO of Philip Morries Korea said regarding government policies during Iluma launching media event held on 25th at the Lotte hotel in Sogongdong, Seoul.

CEO. Baek said,  "USA and Great Britain are acknowledging combustion products as an option (incl.Iqos). For this reason, they are providing better alternatives for adult smokers.

As more nations are moving on this trend, the Korean market has got to think about this thoroughly. Many adult smokers participate in combustion products. But, there is still a long way to go. Philip Morris alone can't do it. We perceive that the cigarette industry needs to take more effort into developing and commercializing combustion products continually in future. Along with this, the government and citizens have to understand the difference between the regular cigarette and the electric cigarette so that the adult smokers may make the right decision for themselves. The most important part lies in the discussion based on science. When more arguments on facts are made, and it influences policy making, it will eventually benefit public health."

Meanwhile, the Iqos Iluma series has a heat-not burn system, the same as the former Iqos models. The heat-not-burn system was discovered to produce toxic substances 95% less than regular cigarettes.

The FDA gave permission to Iqos and related cigarette products for the 'modified risk tobacco product' marketing in the US, based on Iqos getting permission as a possibly reduced toxic product might benefit public health.

In the US, the official marketing presents that turning to the Iqos product from the regular cigarette reduces the human exposure to the harmful substances (tested only on smokers.)