It was plausible that consumers wouldnt know whether it naturally occurred in tobacco, especially given that many goods have naturally occurring qualities that are prominently labeled separately on the good, such as caffeine
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1 2 Menthol Cigarettes and Public Health: Review of the Scientific Evidence and Recommendations (PDF)
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And the pitch for the device is technically illegal for the company to say, since the FDA does not allow it: The IQOS is safer than cigarettes
Vaporization [edit source] Vaporizers (vape pens or stationary platform) are devices used to extract the active ingredients of cannabis, tobacco (E-cigarettes), or any plant material at lower than burning temperature, eliminating carbon monoxide and carcinogenic "tars" found hazardous in smoke