IQOS marketing strategies in the USA before and after US FDA modified risk tobacco product authorisation.

ABSTRACT:

Introduction

Given that the US Food and Drug Administration (FDA) authorised reduced exposure messaging to be used in IQOS marketing, we examined: (1) IQOS ad content; (2) advertising media channels and (3) changes in advertising efforts over time.

Methods

We conducted a mixed-methods study regarding IQOS ad content (headlines, themes, images), ad occurrence characteristics (including content, media channels and adspend) in the USA from August 2019 to April 2021 using Numerator advertising/marketing data.

Results

Across 24 unique ads and 591 occurrences (84.6% online, 8.0% print, 7.4% mobile), there was $4 902 110 total adspend (98.9% allocated to print). Across unique ads, occurrences and adspend, prominent themes included 'real tobacco' (45.8%, 47.4%, 30.1%, respect

SUBMITTER: Berg CJ 

PROVIDER: S-EPMC9016087 | biostudies-literature | 2021 Oct

REPOSITORIES: biostudies-literature