Industry marketing of tobacco products on social media: case study of Philip Morris International's IQOS

Article Substance Abuse

IQOS marketing strategies in the USA before and after US FDA modified risk tobacco product authorisation

Carla J. Berg et al.

Summary: Given the authorization from the US FDA, this study examined the content, media channels, and changes in advertising efforts of IQOS. The study found that the prominent themes of the ads were "real tobacco," "less odor/ash," and "switching from cigarettes." The most common media channel themes were technology, women's fashion, weather/news, and entertainment/pop culture/gaming.

TOBACCO CONTROL (2023)

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Editorial Material Substance Abuse

Online marketing activity following New Zealand's vaping legislation

Calvin Cochran et al.

TOBACCO CONTROL (2023)

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Article Substance Abuse

Corporate communication of the relative health risks of IQOS through a webchat service

Sophie Braznell et al.

Summary: This study analyzed the information and claims on the relative risks of IQOS made directly to potential consumers through the live webchat service on the IQOS website. The results showed that a variety of claims were used to indicate that IQOS is safer than cigarettes in successful webchat conversations in multiple countries.

TOBACCO CONTROL (2023)

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Article Substance Abuse

Creating a market for IQOS: analysis of Philip Morris' strategy to introduce heated tobacco products to the Australian consumer market

Christina Watts et al.

Summary: This study examines Philip Morris International's strategies to legalize and distribute its heated tobacco product, IQOS, in the Australian market. The company has actively lobbied the Australian government to overturn bans on nicotine-containing products and has plans to sell IQOS in young adult-friendly venues such as bars, clubs, and pubs.

TOBACCO CONTROL (2022)

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Article Environmental Sciences

An Investigation of Influential Users in the Promotion and Marketing of Heated Tobacco Products on Instagram: A Social Network Analysis

Jiayan Gu et al.

Summary: This study examines the stakeholders involved in generating promotional tobacco content on social media, particularly Instagram. The findings reveal that business accounts, accounts directly associated with the IQOS brand, and accounts related to the tobacco industry dominate in promoting tobacco products. It suggests that the current self-regulatory efforts by social media platforms are inadequate.

INTERNATIONAL JOURNAL OF ENVIRONMENTAL RESEARCH AND PUBLIC HEALTH (2022)

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Article Substance Abuse