Since the initial launch in 2014 in Nagoya, Japan, Platform 1 has been rolled out nationwide in Japan, Italy and Switzerland. As of September 2018, it is available in key cities in more than 40 countries. Millions of smokers have already chosen to go smoke-free with Platform 1.
To achieve the highest possible positive impact on public health, it is essential that adult smokers switch fully to smoke-free alternatives, while at the same time current non-smokers do not initiate in large numbers.
Legitimate public health questions are being raised, including whether smoke-free products will increase initiation or cause relapse by former smokers. PMI has taken steps to address these concerns. For example, we have established a comprehensive pre-market Perception and Behavior Assessment program, as well as long-term surveillance studies to monitor for unintended consequences.
Rigorous science is at the core of our development and assessment of smoke-free products
The science behind the development and assessment of our smoke-free products is inspired by practices used in the pharmaceutical industry for the development of new drugs. We adhere to high scientific standards and our programs are aligned with the draft guidance issued by the US Food and Drug Administration (FDA) in their Draft Guidance on Modified Risk Tobacco Products (2012).