Philip Morris International has introduced its IQOS heated tobacco system in the greater Fort Lauderdale area through its "Be the First" pilot program. This initiative allows residents aged 21 and over to join a waiting list to try the product, which heats tobacco instead of burning it, potentially reducing exposure to harmful chemicals. IQOS is authorized by the FDA as a modified risk tobacco product. The launch coincides with events like the Formula 1 Miami Grand Prix, where PMI is promoting IQOS as a better alternative for adult smokers.
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