The IQOS campaign in Israel

Rosen, Laura; Kislev, Shira

doi:10.18332/tid/84448

Cited by 11 publications

(17 citation statements)

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“…IQOS marketing and branding in the USA is mirroring techniques that have been used successfully in other countries. For example, IQOS store and website designs and communications from the employees emphasise the ‘clean’ and ‘high-tech’ aspects of IQOS, compared with cigarettes 2 3 6–8. Additionally, IQOS locations in Georgia have promoted personalised trials, technical assistance and opportunities to socialise with IQOS representatives 2 3…”

Section: Implications and Conclusionmentioning

confidence: 99%

IQOS debut in the USA: Philip Morris International’s heated tobacco device introduced in Atlanta, Georgia

et al. 2020

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Section: Implications and Conclusionmentioning

confidence: 99%

IQOS debut in the USA: Philip Morris International’s heated tobacco device introduced in Atlanta, Georgia

et al. 2020

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“…In Israel, for example, iQOS penetration started in 2016 with unrestricted marketing and advertising (Kopel et al, 2017;Rosen & Kislev, 2018). PMI launched their iQOS campaign "Smoke-Free Israel" beginning with internet/social media and then full-page and large ads in print press (Rosen & Kislev, 2018), as well as press articles with prominent positive iQOS marketing content (Auer et al, 2017). PMI invested 22 million Shekels (~US$6 million) in 2017 on iQOS direct advertisement (60% in print, 40% digital; Linder-Ganz, 2018).…”

Section: Marketing Communication Channelsmentioning

confidence: 99%

“…PMI has been cognizant of targeting policymakers ( Bansal et al, 2019 ), press ( Rosen & Kislev, 2018 ), and merchants ( Bar-Zeev et al, 2019 ; Mathers et al, 2018 ). For example, PMI’s “Smoke-Free Israel” campaign targeted policy makers and the general public, emphasizing its alleged potential for harm reduction and the justification for regulation and policies different from traditional cigarettes (e.g., taxation, smoking and advertising bans, health warning labels; Rosen & Kislev, 2018 ), similar to its situation in Italy ( Liu et al, 2019 ). The campaign included meetings with government officials and policymakers, as well as a public campaign targeted young people, which emphasized iQOS’s cleanliness ( Rosen & Kislev, 2018 ).…”

Section: International Research Regarding Iqos and Its Marketingmentioning

confidence: 99%

Informing iQOS Regulations in the United States: A Synthesis of What We Know

2020

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The tobacco industry offers various products, including heated tobacco products (HTPs). Philip Morris International’s (PMI) “iQOS” has the greatest HTP market share, as well as research on its use and impact. iQOS was released in 2014 and is now in more than 40 countries. The U.S. Food and Drug Administration announced permission for PMI to sell iQOS in the United States in April 2019, and iQOS was launched in October 2019. Decisions pending its modified risk tobacco product (MRTP) application will occur subsequently. The U.S. regulatory efforts regarding iQOS could be informed by examining (a) Philip Morris USA other product marketing efforts and (b) the iQOS market in countries where it is available. This article briefly addresses these two points with extant literature and suggests that future research should address important gaps in what is currently known, including strategic international collaborations and research, which historically has been critical for advancing tobacco control globally.

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“…The combination of plain packaging, package inserts and warnings on 65% of the tobacco products package (with some exemptions for cigars and pipe tobacco) is new. Regulation of heated tobacco products such as Philip Morris's IQOS under tobacco laws was achieved prior to this legislation, following extensive actions by the tobacco control community [4,10].…”

Section: Relationship To Activities In Other Countriesmentioning

confidence: 99%

“…By 2013, the amount and type of taxation had increased to 80% of cigarette packs, 36% of roll-your-own (RYO) packages, 90% of cigars and 33% of nargila [3]. In 2018, Philip Morris's heated tobacco product, IQOS, became subject to equal taxation as cigarettes [4]. 4) Support for smoking cessation (free behavioural counseling, plus subsidization of medications for those who receive counseling) through the National Basket of Services.…”

Section: Introductionmentioning

confidence: 99%

Historic tobacco legislation in Israel: a moment to celebrate

Rosen

Kislev²,

Bar‐Zeev

et al. 2020

Isr J Health Policy Res

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Background: Israel was once a leader in tobacco control, but fell behind other countries, particularly during the past decade, as smoking rates stagnated. Text: Landmark tobacco control legislation, which banned advertising (with the exception of the print press) and limited marketing, was passed in Israel on Dec. 31 rst , 2018. The changes occurred following years of attempts which culminated in successful last-minute efforts to promote the legislation just before the early disbanding of the 20th Knesset (Israeli Parliament). Regulations concerning marketing and advertising were substantially strengthened to address all tobacco, nicotine and smoking products. Digital media was included for the first time. Electronic cigarettes, which were previously largely unregulated, now fall under existing tobacco legislation. The changes overcame intense opposition from the tobacco lobby, and occurred despite the fact that the basic elements for prevention policy postulated by the Richmond model were not in place. Conclusions: This legislation represents an important and long-awaited change in Israeli tobacco control policy. Many deficiencies in existing tobacco control regulation were overcome, and some measures went beyond current international regulations. The cohesive partnership between legislators, public health organizations and professionals, advocacy groups, academia, and leading journalists was critical to this success. The progress was lauded by the World Health Organization with its highest award for tobacco control, which was presented to Smoke Free Israel. This case study provides important lessons for up-to-date tobacco control policy, in the age of rapid global changes in the tobacco, vaping and nicotine landscape.

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The IQOS campaign in Israel

Cited by 11 publications

References 0 publications

IQOS debut in the USA: Philip Morris International’s heated tobacco device introduced in Atlanta, Georgia

IQOS debut in the USA: Philip Morris International’s heated tobacco device introduced in Atlanta, Georgia

Informing iQOS Regulations in the United States: A Synthesis of What We Know

Historic tobacco legislation in Israel: a moment to celebrate

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