Awareness of Marketing of Heated Tobacco Products and Cigarettes and Support for Tobacco Marketing Restrictions in Japan: Findings from the 2018 International Tobacco Control (ITC) Japan Survey

Abstract

Japan is one of the world’s largest cigarette markets and the top heated tobacco product (HTP) market. No forms of tobacco advertising, promotion, and sponsorship (TAPS) are banned under national law, although the industry has some voluntary TAPS restrictions. This study examines Japanese tobacco users’ self-reported exposure to cigarette and HTP marketing through eight channels, as well as their support for TAPS bans. Data are from the 2018 ITC Japan Survey, a cohort survey of adult exclusive cigarette smokers (n = 3288), exclusive HTP users (n = 164), HTP-cigarette dual users (n = 549), and non-users (n = 614). Measures of overall average exposure to the eight channels of cigarette and HTP advertising were constructed to examine differences in exposure across user groups and products. Dual users reported the highest exposure to cigarette and HTP advertising. Tobacco users (those who used cigarettes, HTPs, or both) reported higher average exposure to HTP compared to cigarette advertising, however non-users reported higher average exposure to cigarette compared to HTP advertising. Retail stores where tobacco or HTPs are sold were the most prevalent channel for HTP and cigarette advertising, reported by 30–43% of non-users to 66–71% of dual users. Non-users reported similar exposure to cigarette advertising via television and newspapers/magazines as cigarette smokers and dual users; however, advertising via websites/social media was lower among non-users and HTP users than among cigarette smokers and dual users (p < 0.05). Most respondents supported a ban on cigarette (54%) and HTP (60%) product displays in stores, and cigarette advertising in stores (58%).

Occupational difference in use of heated tobacco products: a cross-sectional analysis of retail workers in Japan

“… 2 In Japan, HTP brands IQOS and Ploom Tech (launched in March 2016) and Glo (launched in December 2016) are currently available, 2 and the market share was accounted for 21% in total tobacco sales in 2018. 3 The prevalence of HTP usage was found to have reached approximately 8% in men and 2% in women in 2018. 4 Although limited studies on HTPs usage are available, the prevalence has begun to increase worldwide (approximately 1.4% in Italy in 2017 and 2.9% in Guatemala adolescents in 2020).…”

Heated tobacco product use and hypertensive disorders of pregnancy and low birth weight: analysis of a cross-sectional, web-based survey in Japan

“…5 The Japanese HTP market share accounted for 21% of total tobacco sales in 2018, and the weak restrictions on Open access Open access tobacco advertisements and promotion in this country contribute to increased HTP use. 23 Among currently pregnant women, approximately 4% of former combustible cigarette smokers reported smoking HTPs in the present study. This result might explain the change from combustible cigarettes to HTP smoking during pregnancy.…”

Projecting the impact of implementation of WHO MPOWER measures on smoking prevalence and mortality in Japan

“…Enforcement of bans on tobacco advertising, promotion and sponsorship (E) is also effective in reducing smoking prevalence, but Japan currently lacks such bans, and more than 40% of smokers and 66% of non-smokers continue to be exposed to cigarette advertising 28. Furthermore, coverage of smoking cessation services (O) is suboptimal, with comprehensive cost-coverage only available for heavy smokers29 and no national quitline.…”

“…of smokers 66% of non-smokers continue to be exposed cigarette advertising. 28 Furthermore, coverage of smoking cessation services (O) is suboptimal, with comprehensive costcoverage only available for heavy smokers 29 and no national quitline. Many smokers resort to unassisted smoking cessation methods 30 which are unreliable.…”