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IQOS Marketing in the US: The Need to Study the Impact of FDA Modified Exposure Authorization, Marketing Distribution Channels, and Potential Targeting of Consumers

Author

Listed:
  • Carla J. Berg

    (Milken Institute School of Public Health, George Washington University, Washington, DC 20052, USA
    GW Cancer Center, George Washington University, Washington, DC 20052, USA)

  • Lorien C. Abroms

    (Milken Institute School of Public Health, George Washington University, Washington, DC 20052, USA
    GW Cancer Center, George Washington University, Washington, DC 20052, USA)

  • Hagai Levine

    (Braun School of Public Health and Community Medicine, The Hebrew University of Jerusalem and Hadassah Medical Organization, Jerusalem 9112102, Israel)

  • Katelyn F. Romm

    (Milken Institute School of Public Health, George Washington University, Washington, DC 20052, USA)

  • Amal Khayat

    (Braun School of Public Health and Community Medicine, The Hebrew University of Jerusalem and Hadassah Medical Organization, Jerusalem 9112102, Israel)

  • Christina N. Wysota

    (Milken Institute School of Public Health, George Washington University, Washington, DC 20052, USA)

  • Zongshuan Duan

    (Milken Institute School of Public Health, George Washington University, Washington, DC 20052, USA)

  • Yael Bar-Zeev

    (Braun School of Public Health and Community Medicine, The Hebrew University of Jerusalem and Hadassah Medical Organization, Jerusalem 9112102, Israel)

Abstract

IQOS, the leading heated tobacco product globally, recently received ‘reduced exposure’ authorization from the US Food and Drug Administration. Independent research focusing on IQOS marketing and potential impact on consumers’ perceptions and behavior, and ultimately public health, is critical. The literature to date has underscored several concerns. First, Philip Morris’s (PM’s) marketing distribution requires scrutiny, particularly given its innovative promotional strategies. For example, IQOS is distributed via unique points-of-sale (POS; e.g., specialty and pop-up stores, “corners” in convenience stores) and uses various other opportunities (e.g., social media, sponsored events, direct-to-consumer). Second, although PM claims that IQOS’ target market is current combustible tobacco users and not young people, the literature indicates that in some populations, IQOS use is equally prominent among smokers and nonsmokers, and that specific subgroups (e.g., young adults, women) are targeted. Third, the impact of IQOS’ use of ad content promoting IQOS health benefits must be studied (e.g., how consumers interpret modified exposure messages). In conclusion, surveillance of IQOS marketing, particularly following reduced exposure authorization, is critical for obtaining valuable data to estimate population impact, particularly among population subgroups (e.g., young adults), and inform future tobacco regulation. These considerations have implications beyond IQOS—to other products and companies.

Suggested Citation

  • Carla J. Berg & Lorien C. Abroms & Hagai Levine & Katelyn F. Romm & Amal Khayat & Christina N. Wysota & Zongshuan Duan & Yael Bar-Zeev, 2021. "IQOS Marketing in the US: The Need to Study the Impact of FDA Modified Exposure Authorization, Marketing Distribution Channels, and Potential Targeting of Consumers," IJERPH, MDPI, vol. 18(19), pages 1-10, October.
  • Handle: RePEc:gam:jijerp:v:18:y:2021:i:19:p:10551-:d:651847
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    References listed on IDEAS

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    1. Carla J. Berg & Yael Bar-Zeev & Hagai Levine, 2020. "Informing iQOS Regulations in the United States: A Synthesis of What We Know," SAGE Open, , vol. 10(1), pages 21582440198, January.
    2. Jan Tempel & Aliya Noormohamed & Robert Schwartz & Cameron Norman & Muhannad Malas & Laurie Zawertailo, 2016. "Vape, quit, tweet? Electronic cigarettes and smoking cessation on Twitter," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 61(2), pages 249-256, March.
    3. Gilpin, E.A. & White, M.M. & Messer, K. & Pierce, J.P., 2007. "Receptivity to tobacco advertising and promotions among young adolescents as a predictor of established smoking in young adulthood," American Journal of Public Health, American Public Health Association, vol. 97(8), pages 1489-1495.
    4. Joshua O. Barker & Julia Vassey & Julia C. Chen-Sankey & Jon-Patrick Allem & Tess Boley Cruz & Jennifer B. Unger, 2021. "Categorizing IQOS-Related Twitter Discussions," IJERPH, MDPI, vol. 18(9), pages 1-10, April.
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    Cited by:

    1. Lindsey S. Sparrock & Lilianna Phan & Julia Chen-Sankey & Kiana Hacker & Aniruddh Ajith & Bambi Jewett & Kelvin Choi, 2023. "Heated Tobacco Products: Awareness, Beliefs, Use and Susceptibility among US Adult Current Tobacco Users, 2021," IJERPH, MDPI, vol. 20(3), pages 1-11, January.
    2. Zongshuan Duan & Yan Wang & Katelyn F. Romm & Lisa Henriksen & Nina C. Schleicher & Carla J. Berg, 2022. "State T21, Restrictions on Flavored E-Cigarette Products, and Non-Medical Cannabis Sales Legalization in Relation to Young Adult Reports of Vape Shop Age Verification and Product Offerings: A Multilev," IJERPH, MDPI, vol. 19(22), pages 1-12, November.
    3. Hagai Levine & Zongshuan Duan & Yael Bar-Zeev & Lorien C. Abroms & Amal Khayat & Sararat Tosakoon & Katelyn F. Romm & Yan Wang & Carla J. Berg, 2023. "IQOS Use and Interest by Sociodemographic and Tobacco Behavior Characteristics among Adults in the US and Israel," IJERPH, MDPI, vol. 20(4), pages 1-14, February.

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