iQOS: Will This Really Change Everything?
Earlier this year, the tobacco industry launched the first wave of next generation products (NGPs) onto the Canadian market. Unlike the United States, Canada does not require any kind of pre-market authorization prior to the introduction of new tobacco products. Last March Philip Morris International’s Canadian subsidiary, Rothmans, Benson & Hedges (RBH),1 launched iQOS, a heated tobacco product, in Ontario. British American Tobacco’s (BAT) Canadian subsidiary, Imperial Tobacco, followed suit in May in the Greater Vancouver Area with its version of heated tobacco, a product called i-glo.