Braun School of Public Health and Community Medicine, Hebrew University of Jerusalem and Hadassah, Medical Centre Jerusalem, Israel.
Milken Institute School of Public Health, George Washington University, Washington, DC, USA.
Nicotine Tob Res. 2022 Jan 1;24(1):100-108. doi: 10.1093/ntr/ntab142.
IQOS, a tobacco heating system, and accompanying tobacco sticks (HEETS) entered the Israeli market in 2016, prior to rapid regulatory change. This study assessed IQOS marketing strategies and regulatory compliance at IQOS and/or HEETS point-of-sale (POS) in Israel in December 17, 2019 to January 7, 2020, after the ban on advertisement went into effect in March 8, 2019.
Research staff audited 80 randomly selected IQOS and/or HEETS POS in four cities using a structured form to assess store types, product placement, price, promotional strategies, and regulatory compliance. POS data were linked to neighborhood characteristics, including socioeconomic status, ethnicity, and proximity (under 300 m) to schools.
Almost half of the stores (48.7%) were convenience stores. HEETS were visible to the customers in 46.1% of POS, 35% carried at least four HEETS colors, 20.0% had IQOS and/or HEETS special displays, and 13.8% displayed HEETS near youth-oriented merchandise. Mean HEETS pack price was US $8.7 (range: US $7.5-11.3), 27% more than the least expensive cigarette pack, and 39% less than the most expensive cigarette. HEETS promotions were uncommon. Compliance with the newly introduced advertisement ban was fairly high for HEETS (94.8%). Only one POS was located in a low-socioeconomic status area; 68.7% were near a school.
The relatively limited IQOS and/or HEETS marketing at POS suggests that, with regulatory changes, online or other forms of marketing might be prioritized. IQOS may be promoted to higher socioeconomic status populations, as indicated by pricing and POS neighborhood characteristics. Access near schools and placement near youth-oriented merchandise are potential concerns necessitating further research.
Globally, the POS is considered the least regulated channel for advertising and marketing of tobacco products. Assessing IQOS marketing strategies at the POS provides valuable findings that can inform regulatory efforts in Israel and other countries as well. Limited IQOS and/or HEETS marketing at POS suggests that primary marketing strategies may shift to online or other channels as regulatory contexts become more progressive and/or restrictive. Ongoing surveillance of IQOS via online marketing and POSs, specifically with regard to product placement and proximity to schools, is needed.
IQOS 是一种烟草加热系统，配套的烟草棒（HEETS）于 2016 年在以色列上市，当时监管环境正在快速变化。本研究评估了 IQOS 营销战略和 IQOS 或 HEETS 销售点（POS）的监管合规性，评估时间为 2019 年 3 月 8 日广告禁令生效后，2019 年 12 月 17 日至 2020 年 1 月 7 日。
研究人员使用结构化表格，对随机选择的 80 个 IQOS 和/或 HEETS POS 进行了审核，以评估商店类型、产品展示、价格、促销策略和监管合规性。POS 数据与包括社会经济地位、种族和距学校（<300 米）在内的社区特征相关联。
近一半的商店（48.7%）为便利店。在 46.1%的 POS 中可以看到 HEETS，35%的 POS 至少有四种 HEETS 颜色，20.0%有 IQOS 和/或 HEETS 特别展示，13.8%的 POS 展示 HEETS 靠近面向年轻人的商品。HEETS 烟包的平均价格为 8.7 美元（范围：7.5-11.3 美元），比最便宜的香烟包贵 27%，比最贵的香烟包便宜 39%。HEETS 的促销活动并不常见。新广告禁令的合规性对于 HEETS 而言相当高（94.8%）。只有一个 POS 位于社会经济地位较低的地区，68.7%的 POS 靠近学校。
POS 上相对有限的 IQOS 和/或 HEETS 营销表明，随着监管环境的变化，在线或其他形式的营销可能会成为优先事项。IQOS 可能针对社会经济地位较高的人群进行推广，这一点从价格和 POS 社区特征可以看出。靠近学校和靠近面向年轻人的商品的位置是需要进一步研究的潜在问题。
在全球范围内，POS 被认为是烟草产品广告和营销监管最宽松的渠道。在 POS 评估 IQOS 营销战略提供了有价值的发现，可以为以色列和其他国家的监管工作提供信息。POS 上 IQOS 和/或 HEETS 的营销有限表明，随着监管环境变得更加先进和/或限制性，主要营销战略可能会转向在线或其他渠道。需要通过在线营销和 POS 持续监测 IQOS，特别是关注产品展示和靠近学校的位置。
