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

Carla J. Berg, Lorien C. Abroms, Hagai Levine, Katelyn F. Romm, Amal Khayat, Christina N. Wysota, Zongshuan Duan and Yael Bar-Zeev
Additional contact information
Carla J. Berg: Milken Institute School of Public Health, George Washington University, Washington, DC 20052, USA
Lorien C. Abroms: Milken Institute School of Public Health, 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

IJERPH, 2021, vol. 18, issue 19, 1-10

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.

Keywords: tobacco industry; tobacco control; marketing; heated tobacco products (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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