IQOS print magazine advertising characteristics and reach before and after FDA authorisation as a modified risk tobacco product.

ABSTRACT:

Introduction

IQOS is a heated tobacco product that was authorised as a modified risk tobacco product (MRTP) in July 2020. While it was removed from the US market in 2021 for legal reasons, as the first tobacco product to receive an 'exposure modification' MRTP order, surveillance of IQOS marketing is needed to inform regulation and policy for future MRTPs. The purpose of this study is to expand the current research on IQOS advertising in the USA by examining content and readership characteristics of IQOS ads in print magazines before and after US Food and Drug Administration MRTP authorisation.

Methods

We merged content analysis data with Kantar Media data on magazine placement and expenditures. Magazine readership data were obtained from MRI-Simmons. We compared data from p

SUBMITTER: Ganz O 

PROVIDER: S-EPMC10517063 | biostudies-literature | 2024 Sep

REPOSITORIES: biostudies-literature