Proven means products that have undergone rigorous analysis, such as those that the IQOS smokeless device has undergone in order to obtain approval for sale in America.

The British study, published in the journal of the American College of Cardiology, animated the professional public and once again put tobacco alternatives in the center of interest. There are more and more studies that confirm that switching to proven alternatives is a better solution, but only for smokers who would otherwise continue to smoke.