U.S. health officials on Tuesday said Philip Morris can sell a cigarette alternative that heats tobacco without burning it, opening the door for the company's effort to shift smokers toward newer products.To get more news about Heat not burn, you can visit hitaste.net official website.

The Food and Drug Administration has not yet decided whether to allow the device, IQOS (EYE-kose), to be advertised as less harmful than cigarettes. A decision on that key marketing pitch could come later this year.

The cigarette alternative is the centerpiece of Philip Morris International's effort to move the shrinking number of U.S. smokers toward other products, including heating and vaping devices.

FDA regulators stressed that IQOS is neither safe nor "FDA approved." But they acknowledged that studies submitted by the company did show IQOS produces fewer toxic byproducts than traditional burning cigarettes.All tobacco products are potentially harmful and addictive and those who do not use tobacco products should continue not to," the FDA said in a statement.

Altria, maker of Marlboro cigarettes, will sell IQOS in the U.S. for Philip Morris International. The device will be subject to laws that ban television and radio advertising of cigarettes. The FDA said it will impose extra restrictions on online and social media advertising to discourage use by teenagers.Philip Morris said in a statement it will comply with FDA restrictions "so that IQOS is reaching the right audience – current adult smokers." The product is already sold in over 40 other countries.

Tobacco control experts have long argued that products like IQOS will only benefit public health if they are solely used by smokers who are unable or unwilling to quit cigarettes.Eric Lindblom of Georgetown University law school said the FDA could have made more explicit that IQOS is only to be used as a smoking substitute.

"Instead of requiring constructive labeling and preventing harmful advertising, FDA is hoping that Altria and (Philip Morris) will market IQOS responsibly," said Lindblom, who previously worked in FDA's tobacco center.About 14 percent of U.S. adults smoke despite decades of tax hikes, smoking bans and public health campaigns aimed at reducing the deadly habit. Smoking causes more than 480,000 deaths each year.

The battery-powered IQOS heats sticks of tobacco but stops short of burning them, producing a tobacco aerosol that includes nicotine. This is different from e-cigarettes, which don't use tobacco at all but instead vaporize liquid usually containing nicotine. Philip Morris argues its product is closer to the experience of smoking a cigarette and will therefore help more smokers switch.

But the product will come under intense scrutiny from anti-smoking groups and public health advocates amid a recent surge in underage vaping by high school and middle school students.The American Lung Association said it was "deeply concerned," by the decision and stated: "FDA must take steps to protect youth from beginning a tobacco addiction with this product."