Victoria Churchill, East Carolina College, USA. Vanessa Mallory, Katherine C. Henderson, Claire A. Spears, Nurul Kodriati, Terry F. Pechacek, Scott R. Weaver, Lucy Popova, Georgia State College, USA.
Heated tobacco merchandise have been gaining consideration across the world, usually marketed as glossy options to cigarettes. In March 2025, Philip Morris Worldwide (PMI) relaunched IQOS in the US, beginning in Austin, Texas. Not like common cigarettes that burn tobacco, IQOS is a tool that heats tobacco sticks (known as HEETS) as an alternative of burning them. Having beforehand reported on the launch of IQOS in Atlanta, Georgia, in Might 2025 our staff visited this new pop-up retailer in Austin to be taught in regards to the IQOS expertise and the potential implications for public well being. The store was a trailer on West third Avenue, subsequent to barbecue stands and a smoke store (Determine 1). A safety guard stood outdoors, and id paperwork have been scanned on the door. Inside, couches and show cabinets stuffed the small area (Determine 2). Colourful IQOS gadgets and equipment adorned the cabinets and video screens confirmed upbeat advertisements with younger adults and slogans like “much less odor than cigarettes” and “the HEET of the second” (Determine 3-6). Indicators reminded patrons that the product shouldn’t be for individuals below 21 and never meant to assist individuals give up smoking. One signal had a listing of eight objects named as “Good conversion practices for PMI’s smoke-free merchandise” (Determine 7). This included that IQOS merchandise should not made for individuals who have by no means used or have give up utilizing tobacco or nicotine merchandise and that they’re “not designed as cessation aids.” This signal had not been seen in our earlier work in GeorgiaSales assistants requested guests to substantiate they at present use nicotine. Then, they provided an IQOS trial inside the shop. For $2, clients received two packs of HEETS, every with 10 sticks. Signing up required submitting full private particulars on the IQOS web site. Out-of-town guests got an area ZIP code to make use of.
The assistant burdened that IQOS is just for present tobacco customers. On the show desk, 5 HEETS flavors have been showcased, starting from sturdy menthol (“Blue”) to extra conventional blends (“Amber”). Clients may purchase two further packs for $2 extra. The assistant then gave a hands-on demonstration for the purchasers. The assistant used their personalized private system whereas explaining learn how to insert the HEETS and use the trial gadgets. The assistant described IQOS as extra discreet than cigarettes, with no smoke or fireplace. Additionally they steered it was freed from “components,” although the corporate’s web site does listing added components like propylene glycol and flavorings. When requested about hashish use, which continues to be unlawful for non-medical use in lots of U.S. states together with Texas, the assistant denied any such possibility. Additionally they famous that some clients drive from different states, generally 14 hours, simply to buy. Out-of-state patrons may purchase a number of cartons, whereas locals confronted limits to scale back resale threat.The Austin retailer offered the IQOS 3.0 system for $60 or a $100 starter equipment with 10 packs of HEETS. Single packs price $8, or $80 for a carton. Equipment ranged from colourful caps and sleeves to containers for used HEETS and cleansing instruments. The shop additionally provided a “Refer-a-Good friend” program. Clients who referred others may earn a $30 voucher when their buddy purchased a tool or accomplished a trial.
Comply with-up after the go to was fast. Inside three days, one staff member obtained six cellphone calls and three textual content messages from IQOS assist (Determine 8). If the system was purchased below the $40 trial supply, clients have a two-week trial interval to determine whether or not to maintain it. If not returned by the tip of that interval, the remaining $60 is charged to finish the complete buy value. The system comes with a one-year guarantee and buyer assist is offered by means of on-line chat, cellphone, and textual content. Retailer workers additionally had instruments on-site to repair efficiency points.It is very important monitor how IQOS is marketed and used. Youth, individuals with low earnings, racial and ethnic minorities, and LGBTQ+ communities face increased dangers from tobacco. Stopping use amongst individuals who don’t smoke, particularly youth, is essential. The Austin retailer workers checked id paperwork and highlighted age limits. Nonetheless, in retailer promoting used younger fashions, value offers, and glossy branding. These methods have lengthy been tied to youth tobacco use. For individuals who smoke, IQOS might add to make use of fairly than exchange it. As a result of IQOS can be utilized in smoke-free areas, it might encourage twin use—cigarettes in some locations and IQOS in others, probably growing whole tobacco publicity. Price is one other issue. At $60 for the system and $8 per pack, though marketed by PMI as an alternative choice to smoked tobacco, IQOS is probably not inexpensive for individuals who smoke and are on low-earnings, who already carry heavier tobacco-related well being burdens.One notable absence from our go to: we noticed no in-store claims about decreased hurt. In 2022, the FDA allowed PMI to market IQOS 3.0 with sure “modified publicity” claims. Since then, PMI has highlighted FDA authorization in advertisements and lobbying. On-line, promotions usually level to this standing as proof of decreased threat.
The Austin launch felt similar to earlier shops in Atlanta. The messages targeted on comfort, odor discount, and glossy design, however we famous there have been no direct well being claims. New methods included a two-week trial program that permit clients check the system earlier than committing, extra customization options, and quick follow-up from buyer assist. PMI additionally appears extra aggressive of their enlargement with plans to open places in Fort Lauderdale, Florida and Jackson, Mississippi. As IQOS grows within the U.S., public well being researchers and communities might want to listen. Advertising and marketing that appears stylish and innocent can nonetheless create dangers, particularly if it attracts new customers or promotes twin use.
Victoria Churchill, East Carolina College, USA. Vanessa Mallory, Katherine C. Henderson, Claire A. Spears, Nurul Kodriati, Terry F. Pechacek, Scott R. Weaver, Lucy Popova, Georgia State College, USA.
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