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Philip Morris International, the world’s biggest multinational tobacco company, is drastically misleading consumers about the amount of nicotine in its range of Iqos heated tobacco products, developed by the company as a “better” alternative to cigarettes. In some promotional material, and to Bureau staff posing as consumers, Philip Morris International (PMI) has claimed there is 0.5mg of nicotine in each tobacco stick, but new research conducted by the Bureau has revealed the actual figure is more than eight times higher.