Abstract
Objective: Heated tobacco product, branded as IQOS is legally available in 22 countries of WHO-European region. Some countries have decided not to permit the sales of the product due to the potential health risks. However, internet platforms that are not under legislative surveillance, undermine the regulations. The aim of this study is to investigate the role of internet platforms in marketing, promotion and sales of heated tobacco products.
Method: The study is carried out in Turkey; a WHO-Europe region country where the sales and marketing of heated tobacco products are not legal. IQOS brand name is searched in 17 different social media and internet platforms in Turkish language. The presence of activities related to promotion, advertising and marketing were recorded.
Results: The number of marketing activities found at social media were as follows: 23 at Facebook, 14 at Twitter, 9 at Linkedin,744 visual IQOS device, 35 visual accessories and refill marketing at Pinterest, 8 accounts with 4755 followers, 705 post at Instagram. Of two internet dictionaries one had 321 the other 6 entries. Two forums with 373 members, 486 messages, and 60 topics,104 messages and 15491 clicks. Youtube channel contained 38 videos that was viewed 2.123.166 times and Vimeo channel 5 videos viewed 10.052 times. 16 IQOS online commerce websites, 28 blogs and 31 e-cigarettes websites providing IQOS were identified. 2 tripadvisor, 1 foursquare,1 moovit, 1 Google Play contents about IQOS were noted.
Conclusion: Internet and social media have vast opportunities to reach the “potential” consumers. Unless the survey and inspection of such platforms can be achieved, legal restrictions of heated tobacco products will not be effective.
Footnotes
Cite this article as: European Respiratory Journal 2019; 54: Suppl. 63, PA1693.
This is an ERS International Congress abstract. No full-text version is available. Further material to accompany this abstract may be available at www.ers-education.org (ERS member access only).
- Copyright ©the authors 2019