ArsLegem was advising Philip Morris Ukraine on a wide range of legal questions in relation to the launch of the new product for adult smokers - iQOS™. The real challenge for lawyers was novelty of the product and lack of a legal framework applying to such products.
As described by the producer, iQOS™ is based on the innovative technology HEAT-NOT-BURN, which heats tobacco instead of burning it and generates a tobacco aerosol that allows adult smokers to enjoy authentic tobacco flavor with no combustion, no ash, and with less smell compared to cigarette.
Ukraine is one of the first markets in the world where iQOS™ is being made available to adult smokers. iQOS™ has been already launched in Japan and as well as in key cities of Italy, Portugal, Romania and Russia and Switzerland.