Marketing IQOS in a dark market

Introduction Phillip Morris International (PMI) is pushing hard to promote IQOS heat-not-burn cigarettes in Ontario, Canada. Canada regulates IQOS as a tobacco product so that the robust tobacco marketing ban creates challenges to its promotion. Methods We collected data on IQOS promotion in 49 retail outlets, and through interviews with clerks and observations outside an IQOS store. Results The dominant marketing channel is the visible...