A man poses for a photograph while using a Philip Morris iQOS smoking device, in Bogota, Colombia November 14, 2017. REUTERS/Jaime Saldarriaga
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The device itself, the company says, is an electronic product and so should not be regulated like tobacco.The tobacco company, Dubek Ltd., declined to talk as well.Philip Morris says the iQOS tobacco inserts made up 11.9 percent of the Japanese tobacco market in the third quarter, up from 3.5 percent a year ago.The company said that cigarettes in Japan are taxed at 60 percent, while the iQOS tobacco inserts – priced about the same as a pack of Marlboros – are at 51 percent.During that conversation, Riley laid out the company's pitch on iQOS, said Takagai. In documents later sent to her office, Philip Morris said the product reduces the levels of harmful substances by at least 90 percent compared to regular cigarettes.
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