New article exposes how PMI sows confusion over e-cigarettes and heated tobacco in New Zealand

A recent article published in Tobacco Control has found that Philip Morris International (PMI) conflated its IQOS heated tobacco products (HTPs) with IQOS e-cigarettes (ENDS) in its marketing material in New Zealand.

By marketing both products as “IQ Vape”, the authors argue that PMI is implying similar risk levels and encouraging dual use. Changes to its own marketing principles indicate that PMI may be attempting to recruit “non-smokers who use ENDS or nicotine replacement therapy to HTPs”.

Read the full article here.

Learn more about PMI’s product conflation on the TobaccoTactics page: PMI’s IQOS: Use, “Switching” and “Quitting”