‘Do both’: glo events and promotion in Germany

• Published in: Tobacco control Vol. 31; no. e1; pp. e78 - e79
• Main Authors: Gali, Kathleen, Fuchs, Hannah, Prochaska, Judith J
• Format: Journal Article
• Language: English
• 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
• DOI: 10.1136/tobaccocontrol-2020-056289
• ISSN: 0964-4563

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.