PMI's IQOS and cigarette ads in Israeli media: a content analysis across regulatory periods and target population subgroups.

ABSTRACT:

Background

IQOS, manufactured by Philip Morris International (PMI), is the highest selling heated tobacco product globally. IQOS went through several regulatory changes in Israel: from no oversight to minimal tobacco legislation, to progressive legislation that included a partial advertisement ban (exempting print media) and plain packaging. We examined how PMI's advertising messages changed during these regulatory periods for both IQOS and cigarettes.

Methods

Content analysis of PMI's IQOS and cigarette ads was performed using a predefined framework. Ad characteristics included regulatory period, target population, setting, product presentation, age and use restrictions, retail accessibility, additional detail cues (eg, QR code) and promotions. Ad themes included product fe

SUBMITTER: Khayat A 

PROVIDER: S-EPMC10203057 | biostudies-literature | 2024 Mar

REPOSITORIES: biostudies-literature