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Philip Morris International claims that it markets its IQOS heated tobacco product only to adult smokers, not youth and non-smokers. But the company’s marketing around the world shows otherwise, especially its use of influencers on social media. From March 20, 2018, to March 20, 2019, social media posts using #iqos have been viewed 179 million times on Twitter and Instagram, according to Keyhole, a social media analytics tool.

Here are examples of social media posts that reach and appeal to a broad audience, including youth: