Content analysis of IQOS direct mail and email marketing in the US.

ABSTRACT:

Objective

Novel nicotine and tobacco products, including heated tobacco products (HTPs) like IQOS, are growing in global popularity. IQOS was the first HTP authorized for sale by the US Food and Drug Administration, entering the US market in 2019 and being removed in 2021 due to patent-related legal challenges, with the possibility of returning in 2024. Direct marketing is one method tobacco companies use to reach consumers of these products. The purpose of this study was to investigate the content of US IQOS direct mail and email marketing.

Methods

Direct marketing items were collected between September 2019 and July 2021 by seven team members in the first US IQOS test market, Atlanta, Georgia.

Results

Overall, 101 marketing items were collected, 59 of which were uni

SUBMITTER: Henderson KC 

PROVIDER: S-EPMC10874834 | biostudies-literature | 2024 Feb

REPOSITORIES: biostudies-literature