IQOS may appeal to youth.

   IQOS may appeal to youth and young adults because of marketing that depicts the product as “sophisticated, high-tech and aspirational” and “sleek, exclusive items akin to iPhones.” IQOS HEETS DUBAI The marketing of the product is particularly concerning because of the current youth e-cigarette epidemic, driven by JUUL. E-cigarette use has surged, especially among young people — many of whom never smoked cigarettes. In fact, e-cigarette use grew 78% among high schoolers and 48% among middle schoolers in just one year from 2017 to 2018, and JUUL now accounts for three-quarters of the U.S. e-cigarette market. iqos dubai Another study published in Tobacco Control underscores these concerns: “Just as e-cigarettes, particularly the JUUL-style, promoted with a modern, high-tech image and harm reduction and ‘smokeless’ messages, appeal to adolescents, it is likely that IQOS, marketed in a similar manner, will also appeal to adolescents.” iqos uae To prevent youth access to IQOS and...