Recently, the US Food and Drug Administration (FDA) has once again denied a request from tobacco giant R.J. Reynolds to bring two electronic cigarette products to the market. According to American health organizations, "existing evidence suggests that non-tobacco flavored electronic cigarettes pose a known substantial risk to young people; on the other hand, data shows that tobacco flavored electronic cigarettes do not have the same appeal to young people and therefore do not pose an equivalent level of risk.
A few days later, the FDA authorized PMI to sell three types of tobacco sticks for IQOS, known as Marlboro Sienna, Marlboro Bronze, and Marlboro Amber. They contain no additional flavors other than tobacco. Many observers are highly skeptical that the FDA will ever authorize any flavored products.
In 2020, approximately 34 million Americans continued to smoke. The scent of the flavors in e-cigarette liquids has been proven to be crucial in helping smokers quit.
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