In conversation
Nicolás Cuadros talks GC through launching a smoke-free device for consuming tobacco within a regulatory framework that has yet to shake off the stigma of cigarettes.
GC: What are you currently working on in the Latin American legal team at Philip Morris?
Nicolás Cuadros (NC): When I was in charge of leading the Colombian legal department, we took a very interesting journey: the launch of a product called ‘IQOS’, a revolutionary tobacco heating system designed to heat, rather than burn a specially designed tobacco stick called Heets. I´m currently leading the South Cluster legal department for Latin-America (Argentina, Chile, Paraguay, Uruguay and Bolivia), and we´re analysing the regulatory framework for Reduced-Risk Products (‘RRPs’) – that is the term we use to refer to products that present, are likely to present, or have the potential to present less risk of harm to smokers who switch to these products versus continued smoking.
