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In 2019, the FDA authorized the marketing of an earlier version of IQOS, deeming it appropriate for the protection of public health for producing fewer or lower levels of some toxins than combustible cigarettes. In 2020, the agency also granted a supplemental marketing authorization for the IQOS 3 model

Liggett faced a marketing problem if it pursued the XA Project cigarettes

Nicotine in cigarettes constricts blood vessels, which will decrease blood flow to the tissues that have to heal

Myers, president of the Campaign for Tobacco-Free Kids, who wrote in a press release that, "raising the tobacco age to 21 is a positive step, but it is not a substitute for prohibiting the flavored e-cigarettes that are luring and addicting our kidsJuul and Altria have hijacked the tobacco 21 issue for their own nefarious reasons as a shield to fight efforts to prohibit flavored e-cigarettes." Only a handful of lonely liberty advocates have been fighting to let adults under 21 keep buying cigarettes if they want