Is Big Tobacco at it again?

Philip Morris International (PMI) recently rolled out their IQOS device, which they are touting as a tool to reduce cigarette smoking. The device’s “heat-not-burn” vapor technology is their way to reduce (not eliminate) harmful chemicals when consuming nicotine products. PMI has made statements on how they are really focused on helping people be “smoke-free” and how they want to make a positive impact on public health. Their advocates are even starting to place Op-eds into news sources touting the benefits of consumers going smoke-free, and how regulatory burdens on electronic smoking devices are putting undue limitations on manufacturers just trying to do the right thing.

Unfortunately, there is more to this story regarding the new IQOS device and its altruistic mission.

For starters, in 2024 a company called Altria paid $2.7 billion in commercialization rights for the IQOS system. Altria is a subsidiary company of PMI, who parted ways with the company in 2008 and reunited again in 2024 when it agreed on the IQOS deal. During their PMI hiatus, Altria was cited as being one of the top investors in the cannabis industry. In 2018 they invested $1.8 billion for a 45% share in the Cronos Group, a global cannabinoid company.

PMI has a long, storied history of not doing what is right for public health. They also have a substantial history of directing consumers’ attention to the rabbit in the hat and keeping consumers’ eyes off what is really going on up their sleeve. The truth is that PMI has been investing in marijuana since the 1970’s and the IQOS system is now one of their premier products they want to sell for marijuana use. However, PMI is telling everyone they are rolling out IQOS because they suddenly care about consumers being “smoke-free” and healthier.

Unfortunately, vaped marijuana is anything but safe and healthy. Marijuana in the 1970’s had a THC potency of 1 to 3%. Unfortunately, today’s plant-based smokable marijuana can be upwards of 25 to 30% THC. Marijuana vape cartridges contain THC concentrates upwards of 90% potency. Even in our own NH state-sanctioned medical marijuana shops (aka Alternative Treatment Centers) you can currently buy marijuana products containing 90%+ THC.

THC is the main psychoactive component of marijuana. It is addictive, it is causing psychosis and other mental health disorders in some users, and its negative impact on physical health is finally (slowly) being reported in the media. High THC marijuana is currently responsible for a public health crisis of historic proportions in adults and adolescents across the U.S.

I am going to make a bold prediction that PMI’s new IQOS device is tailor-made to deliver high-potency THC to the consumer in the near future, because they make a lot of money when you get addicted to their product. Gosh, that sounds like a familiar playbook.