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

BMJ British Medical Journal
October 19, 2021

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

The researchers 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.

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