Doctors sue Philip Morris over 'misleading' heated tobacco campaign

A group of doctors has filed a lawsuit against tobacco giant Philip Morris in Belgium, accusing the company of running a misleading advertising campaign for its heated tobacco products. The legal action centers on claims that Philip Morris has falsely presented its IQOS devices as a safer alternative to conventional cigarettes.

The lawsuit, filed in Brussels, alleges that the company's marketing efforts violate Belgian and European Union consumer protection laws and public health regulations. Doctors argue that Philip Morris is downplaying the health risks associated with its heated tobacco products and exaggerating their benefits, thereby deceiving consumers.

Philip Morris has been actively promoting IQOS as a "harm reduction" product, suggesting it significantly reduces exposure to harmful chemicals compared to smoking. However, the plaintiffs contend that scientific evidence does not fully support these claims and that the products still pose considerable health risks. They are calling for an immediate cessation of the advertising campaign and penalties against the company.

This legal challenge is part of a broader global effort by public health advocates and medical professionals to curb what they see as aggressive and deceptive marketing tactics by tobacco companies seeking to transition smokers to new product categories. The outcome of the Belgian lawsuit could set a precedent for similar actions in other jurisdictions.