According to Interfax-Ukraine on December 25th, Philip Morris International's Ukraine branch, Philip Morris Ukraine, welcomed the research results from the Anti-Monopoly Committee of Ukraine (AMCU). The company stated that the research confirmed the authenticity of the information about IQOS characteristics and highlighted the need to clarify this information for consumers to better understand.
The company's spokesperson stated that when investigating the claim that "IQOS releases 95% fewer harmful chemicals compared to traditional cigarettes," PMI provided over 50 international scientific research results confirming the scientific basis of this information. Philip Morris International (PMI) emphasized that the company always prioritizes trust and honesty in their relationship with consumers, and looks forward to detailed recommendations from AMCU to better communicate these research findings and product characteristics to Ukrainian consumers, in order to enhance their awareness of the products.
Since 2008, Philip Morris International (PMI) has invested over $12.5 billion in the development, scientific research, and commercialization of IQOS. Since entering the Ukrainian market in 2016, the company's investment in the country has been around 70 billion Ukrainian hryvnia ($1.7 billion). In 2024 alone, the company has invested $11 million in building commercial infrastructure and promoting IQOS ILUMA.
The Association of Mineworkers and Construction Union (AMCU) has advised Philip Morris International (PMI) to cease spreading misleading information regarding the characteristics of IQOS. This advice is based on a individual complaint, which argued that PMI's marketing claims that IQOS is safer than traditional cigarettes are misleading.
The World Health Organization's office in Ukraine and the Ministry of Health have pointed out that research on heated tobacco products, especially their impact on the human body, is limited. Further studies are needed to confirm claims that IQOS reduces the long-term health risks for consumers.
A consumer survey conducted by AMCU revealed that some consumers have misconceptions about IQOS, mistakenly believing it to be safer than traditional cigarettes.
During the review of the statement "IQOS releases 95% less harmful chemicals than cigarettes," it was found that these claims did not specify the basis for calculating the reduction amount, therefore this information is inaccurate.
In addition, the committee stated that assertions about the lower risks of IQOS lack the necessary research foundation to support them. The agency directed Philip Morris International (PMI) Sales and Distribution Limited Liability Corporation to inform consumers about the characteristics of IQOS in order to eliminate misleading information.
It was reported that as early as December 30, 2022, the Antimonopoly Committee of Ukraine (AMCU) launched an investigation into Philip Morris International (PMI) for unfair competition, as they claimed that IQOS is safer than regular cigarettes in their marketing.
Philip Morris International has been operating in Ukraine for over 20 years and has a factory in the Kharkiv region. Before the Russo-Ukrainian War, the company had around 1300 employees and served as an export center for over 20 countries including Japan and Egypt.
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