Marlboro producer Philip Morris International (PMI) has officially launched its IQOS 3 and IQOS 3 Multi heated-tobacco products in the UAE, Esquire Middle East reported.

Both products were launched in Dubai Duty Free in early 2019 and will now be available from retailers throughout the country. The Emirates Authority for Standardisation and Metrology announced that it will now allow the sale of e-cigarettes and vaping devices in the UAE, the report said.
According to a company press release, the UAE is the first state in the Gulf Cooperation Council (GCC) to welcome the sale of “the company’s breakthrough smoke-free products” to provide adult smokers who do not want to quit with better alternatives to cigarettes.
“We estimate that there are more than 9 million adult smokers in the GCC. The best thing that those people can do for their health is to quit, but most of them likely will not. We are excited to be in a position to provide them with a better alternative to continuing to smoke. The launch of IQOS 3 affirms our commitment to innovate technologically advanced and scientifically substantiated products that provide adult smokers with better choices — satisfying products that present less risk of harm and 95 per cent less harmful chemicals compared to cigarettes,” Area Vice President in Middle East, Tarkan Demirbas, was quoted as saying.
According to PMI, IQOS is the world's leading heated-tobacco product. Around 8 million adult smokers worldwide have already given up smoking and switched to IQOS.