Tobacco legislation reform and industry response in Israel

IQOS marketing strategies at point-of-sales: a cross-sectional survey with retailers

“…Findings from this study, as well as a previous study in Israel using POS audits, suggest that PMI is circumventing the POS display ban through special displays, flags and signs to continue promoting IQOS and HEETS at POS 32 45. This is also in line with similar research on IQOS marketing at POS from Canada46 and with previous research exploring PMI’s strategies to adapt to tobacco control legislation for combustible tobacco products 47–49.…”

IQOS Marketing in the US: The Need to Study the Impact of FDA Modified Exposure Authorization, Marketing Distribution Channels, and Potential Targeting of Consumers

“…First, limited research [ 38 , 44 , 46 , 47 , 71 , 101 , 102 ] has examined IQOS POS, including online. Thus, more research is needed, particularly regarding PM’s innovative methods to promote IQOS at POS [ 37 , 44 , 45 , 46 , 47 ], via social media [ 42 , 52 ], and through other non-traditional channels or channels more difficult to systematically monitor (e.g., sponsored events, direct-to-consumer). Second, there has been limited thorough analysis of IQOS advertising content and distribution channels, which is critical for understanding target markets.…”

“…IQOS and associated heatsticks (HEETS, which are the tobacco-containing sticks that are inserted into the IQOS device and then heated) are sold in unique retail settings, including their IQOS specialty stores, kiosks, pop-up stores, and IQOS corners of convenience stores (see Figure 1 for examples of retail settings), while HEETS are also sold at traditional retail outlets (e.g., pharmacies, convenience stores) [ 43 ]. Within these novel settings, they also employ unique promotional strategies [ 37 , 44 , 45 , 46 , 47 ]. For example, a Canadian study found that specialty stores use bold promotional activities, including deals involving exchanging cigarette packs or lighters for IQOS, social events, and membership programs [ 44 ].…”

“…For example, a Canadian study found that specialty stores use bold promotional activities, including deals involving exchanging cigarette packs or lighters for IQOS, social events, and membership programs [ 44 ]. Regarding traditional retailers, prior research in Israel [ 46 , 47 ] indicated that IQOS/HEETS were prominently displayed (often using large displays/stands) and often placed near candy/toys and within 1 m from the floor [ 45 , 46 ], and that PM directly incentivizes retailers based on their IQOS/HEETS sales and provides instructions regarding how to communicate with consumers about IQOS [ 48 ]. Research regarding IQOS emergence in the US [ 37 ] has indicated the various types of POS in Atlanta and promotional strategies used, such as low-cost personal trials, education provided by staff, and price promotions (e.g., “refer a friend”), among others [ 37 ].…”

“…Notably, how consumers interpret health warning labels (HWLs) on IQOS product labeling is of concern, as PM may use anti-tobacco ads and HWLs to “position” IQOS. For example, in Israel, PM seems to be leveraging their knowledge of what mandated anti-tobacco ads were to be used each month to select the types of products and/or messages they would emphasize during that time; when anti-tobacco ads focused on smoking cessation, IQOS or other non-cigarette products were emphasized [ 45 ]. Following from this finding, one concern is that consumers may misperceive whether HWLs (i.e., “Smoking Causes Lung Cancer, Heart Disease…”, “Quitting Smoking Now Greatly Reduces Serious Risks to Your Health”) apply to the HTP or an HTP ad where the HWL is located.…”