(Peter, 39, ex-IQOS user, daily smoking) Discussion As far as we are aware, this is the first independent qualitative study of IQOS users/ex-users outside of Japan and Switzerland, and the first to use in-depth one-to-one interviews.28 29 Similar to previous studies, initiation was encouraged by novelty and the sleek appearance of IQOS.29 Participants commonly used IQOS to reduce the harms of smoking, also reflecting earlier findings.28 Perceptions of reduced harm relative to smoking were underpinned by messages that IQOS emits 95% less chemicals than cigarettes, and were reinforced by the cleanliness of using IQOS, the lighter sensory perceptions, the simple branding of HEETS packets with a text-only warning and the lack of pictorial health warnings
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In June 2023, Altria Group Inc., a U.S.-based tobacco company, acquired NJOY Holdings Inc
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