page_title: Heated tobacco product
section_title: Marketing
hierarchical_section_title: Heated tobacco product / Marketing
caption_attribution_description: 日本語: SENDAI光のページェントの会場の1つ、勾当台公園に設営されたgloの仮設店舗兼喫煙所（開設期間：2016年12月9日～12月25日. English: Promotion of the heated tobacco product Glo (British American Tobacco) in Japan.
context_page_description: There are various types of heat-not-burn products. Heat-not-burn tobacco products heat up tobacco using a battery-powered heating system. As it starts to heat the tobacco, it generates an aerosol that contains nicotine and other chemicals, that is inhaled. They also generate smoke. Gases, liquid and solid particles, and tar are found in the emissions. They contain nicotine, which is the reason these products are highly addictive. They also contain additives not found in tobacco, and are frequently flavored. It heats tobacco leaves at a lower temperature than traditional cigarettes, which is about 250–350 °C. These products provide some of the behavioral aspects of smoking. The heat source may be embedded; external; or a heated sealed chamber; to deliver nicotine using tobacco leaf. Some use product-specific customized cigarettes. Without using an electrically controlled heating system, there is a device that uses a carbon heat source that, once lit, passes heat to a processed tobacco plug. There are devices that use cannabis. They are not electronic cigarettes.
context_section_description: The term "heat-not-burn" refers to tobacco heated (at ~350 °C) by an electrically-powered element or carbon, not combusted (at ~800 °C). Terms used in marketing of cigarette-like products that "heat rather than burn" are referring to the product as "reduced risk" and "innovative". Marketing slogans like "heat-not-burn" cannot be a substitute for science. The tobacco industry has described them as "not-burned" (heat-not-burn), although it has backtracked from this claim, as of 2018. Heat-not-burn tobacco products are not typically marketed as a harmless substitute to smoking. The IQOS product has been advertised as emitting "no smoke". This advertisement claim is not a replacement for science. These products are marketed as a "smoke-free" alternative to traditional cigarettes, and promoted as a way to lower risk from smoking. It is expected that the promotion associated with these products will worsen the worldwide tobacco risk.
  Companies are using similar strategies previously used for traditional cigarettes. They are marketed through a variety of outlets. This includes celebrities endorsing them. "The tobacco industry has opened heat-not-burn product flagship stores, cafes and sponsored public events such as concerts and car races around the world, which is alarming," said Judith Mackay, director of the Asian Consultancy on Tobacco Control.
  Internal documents and statements by Philip Morris International researchers have contradicted Philip Morris International's claims about reduced harm in regard to the IQOS product. For example, in 2018, four Philip Morris International researchers who no longer work for the company stated that the lowered levels of certain substances produced by the IQOS product does not automatically translated into the product being safer, but Philip Morris International states the IQOS is safer than traditional cigarettes in part as a result of levels of 58 substances were lower in the IQOS aerosol than found in cigarette smoke.
  The tobacco industry claims that smokers will switch to heated tobacco products. However IQOS users are more likely to smoke and/or use e-cigarettes as well. Among those who have tried or intend to try IQOS, never-smokers equal or outnumber smokers. A review of Philip Morris's own research found that smokers did not understand "switching completely" and that IQOS users are not likely to switch completely.
  Philip Morris International has been intensively promoting its IQOS product in Europe and Asia, as of 2017. Outside of an IQOS retail shop in Canada, marketing included a display sign with the message, 'Building a Smoke-Free Future'. Philip Morris International intends to convert its customers in Japan to using heat-not-burn products. The IQOS products are sold as an alternative to regular cigarettes.
  There has been significant controversy surrounding the marketing and use of these products. The tobacco companies are using a series of claims in the marketing of heat-not-burn tobacco products. Both in websites and statements to the media and investors, heat-not-burn tobacco products are presented as less harmful but not risk-free. In a few instances, marketing materials claim that heat-not-burn tobacco products are potentially helpful to smokers who want to quit. Some media accounts of product launches state that heat-not-burn tobacco products reduce the levels of harmful tobacco components by 90%–95% compared with traditional cigarettes, while others emphasise the lack of odor or visible emissions as part of marketing campaigns. As of April 2018, there is no evidence to confirm this claimed 90%–95% lower level of harm. However the public can perceive "lower exposure" claims as lower risk, even if no lower risk claim was made explicitly. Other marketing claims highlight that these products produce no smoke, that is, are smoke-free. Implied in these claims, in advertisements and stores globally, is that smokers should switch from traditional cigarettes to these new, allegedly less harmful, products. The introduction of the latest generation of heat-not-burn tobacco product
caption: Temporary smoking room and a sales promotion of glo at the 2016 Sendai Pageant of Starlight in Kōtōdai-kōen Park.
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