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Early market research suggested that the public viewed filters as effective but effeminate, and Marlboro, which for decades had been sold as a premium ladies' cigarette, needed a way to stand out from a new set of competitors

With the tobacco industry's products, we allow them into the market and then have to prove they're dangerous, or very dangerous." * This article was updated on 2 May 2025 to make clear that the FDA issued additional authorisation for IQOS to be marketted in the US in 2020

Pearson Education, Inc., Upper Saddle River NFPA (2011) Gasoline at home fact sheet