‘Do both’: glo events and promotion in Germany

In Germany, HTPs are considered distinct from cigarettes or electronic cigarettes1; bear a 33% lower tax burden than cigarettes2–4 and unlike the graphical health warnings required on cigarette packaging,5 only require a written warning.6 Philip Morris International’s IQOS entered the German market...

Full description

Saved in:
Bibliographic Details
Published inTobacco control Vol. 31; no. e1; pp. e78 - e79
Main Authors Gali, Kathleen, Fuchs, Hannah, Prochaska, Judith J
Format Journal Article
LanguageEnglish
Published England BMJ Publishing Group Ltd 01.08.2022
BMJ Publishing Group LTD
Subjects
Advertising
advertising and promotion
Bans
Cigarettes
Coronaviruses
COVID-19
Digital media
Industry watch
Influencer marketing
Marketing
non-cigarette tobacco products
Outdoor advertising
Pandemics
Pop-up retail
Smoking
social marketing
Social networks
Taxation
Tobacco
Tobacco industry
Trends
Young adults
United States > US
Germany
non-cigarette tobacco products
advertising and promotion
social marketing
tobacco industry
Online AccessGet full text

Cover

More Information
Summary:In Germany, HTPs are considered distinct from cigarettes or electronic cigarettes1; bear a 33% lower tax burden than cigarettes2–4 and unlike the graphical health warnings required on cigarette packaging,5 only require a written warning.6 Philip Morris International’s IQOS entered the German market in June 2016.7–11 British American Tobacco’s glo,12–14 followed 4 years later and has taken what appears to be a young target marketing approach. Use of influencers in glo marketing is remarkable considering Instagram/Facebook banned content promoting tobacco products.16 Unfortunately, deceptive marketing techniques are not new, and loopholes exist.17–19 Tobacco industry spending on cinema and outdoor advertising in Germany is estimated at €100 million (US$112 million) a year. Recent commitment for a cigarette billboard ban in January 2022 grants another year of protection for outdoor marketing of HTPs.20 21 Glo’s ‘do both’ promotions may circumvent restrictions on cigarette advertising.1 20 21 Tobacco product advertising restrictions, including promotion of HTPs, should extend to social media and events that appeal to young people.
Bibliography:Author contributions: KG conceptualized the paper. HF conducted the social media scan and collected the social media marketing activities. KG, HF, and JJP contributed to the interpretation and write-up of the manuscript and approved the final manuscript.
ISSN:0964-4563
1468-3318
DOI:10.1136/tobaccocontrol-2020-056289