编辑“︁IQOS”︁（章节）

== 市場行銷 ==
截至2021年，IQOS裝置已在大約70個國家上市，<ref>{{Cite web|last=Schott|first=Paul|date=2021-11-14|title=Will Philip Morris fulfill pledge to be 'majority smoke-free' in Connecticut?|url=https://www.ctinsider.com/business/article/Will-Philip-Morris-fulfill-pledge-to-be-16619677.php|website=CT Insider|language=en-US|access-date=2023-09-19|archive-date=2022-10-01|archive-url=https://web.archive.org/web/20221001134453/https://www.ctinsider.com/business/article/Will-Philip-Morris-fulfill-pledge-to-be-16619677.php|dead-url=yes}}</ref>其中，[[美國]]、[[加拿大]]、[[白俄罗斯|白俄羅斯]]、[[摩尔多瓦|摩爾多瓦]]、 [[格鲁吉亚|喬治亞]]、[[以色列]]、[[瑞典]]、[[南韓]]和[[葡萄牙]]均選擇採取特定方法來監督加熱菸草或IQOS的販售，<ref name=":5">{{Cite web|title=Heated Tobacco Products - Global regulation|url=https://www.tobaccofreekids.org/assets/global/pdfs/en/HTP_regulation_en.pdf|website=tobaccofreekids.org|access-date=2023-09-19|archive-date=2022-09-28|archive-url=https://web.archive.org/web/20220928095447/https://www.tobaccofreekids.org/assets/global/pdfs/en/HTP_regulation_en.pdf|dead-url=no}}</ref>例如：在加拿大和以色列，IQOS 裝置的包裝上充滿警語資訊；<ref name=":5" />而在美國，FDA虽然授权PMI在美國銷售IQOS產品且可以以“減少有害化學物質的接觸”的声明进行营销，<ref name=":2" /><ref name=":5" />但FDA特别不允许PMI表示从传统香烟转向IQOS能降低使用者疾病風險。世界衛生組織批评允许PMI进行“降低接触”的营销將有可能誤導消費者。<ref name=":8">{{Cite web |title=WHO statement on heated tobacco products and the US FDA decision regarding IQOS |url=https://www.who.int/news/item/27-07-2020-who-statement-on-heated-tobacco-products-and-the-us-fda-decision-regarding-iqos |access-date=2021-12-03 |website=www.who.int |language=en |archive-date=2022-10-01 |archive-url=https://web.archive.org/web/20221001112419/https://www.who.int/news/item/27-07-2020-who-statement-on-heated-tobacco-products-and-the-us-fda-decision-regarding-iqos |dead-url=no }}</ref>

=== 直效行銷 ===
由於PMI將IQOS視為一種電子裝置，而非菸草產品，此舉常被指控是為了規避禁止推廣菸草的相關法律，<ref name=":5"/>對此，加拿大修改了菸草法，明確將加熱菸裝置納入受監管的菸草產品清單。

PMI也曾被控利用未受管制或非法的手法行銷，以2018年的一份報告為例：「IQOS 旗艦店舉辦派對、餐會、見面會，並在活動上以憑藉紙菸或打火機便能交換 IQOS產品的方式，積極進行市場推廣。」。<ref>{{Cite journal|last1=Mathers|first1=Annalise|last2=Schwartz|first2=Robert|last3=O'Connor|first3=Shawn|last4=Fung|first4=Michael|last5=Diemert|first5=Lori|date=2019-03-01|title=Marketing IQOS in a dark market|url=https://tobaccocontrol.bmj.com/lookup/doi/10.1136/tobaccocontrol-2017-054216|journal=Tobacco Control|language=en|volume=28|issue=2|pages=237–238|doi=10.1136/tobaccocontrol-2017-054216|pmid=29724866|s2cid=19103708|issn=0964-4563|access-date=2023-09-19|archive-date=2023-01-10|archive-url=https://web.archive.org/web/20230110094943/https://tobaccocontrol.bmj.com/lookup/doi/10.1136/tobaccocontrol-2017-054216|dead-url=no}}</ref>[[路透社]]表示，「這種行銷策略仿效了20世紀中期菸草公司透過紙菸聯繫好萊塢和上流社會的作法。」。<ref name=":6">{{Cite news|date=2020-02-21|title=Inside the Philip Morris campaign to "normalize" a tobacco device|language=en|work=Reuters|url=https://www.reuters.com/article/us-philipmorris-international-iqos-insig-idUSKBN20F1Q7|accessdate=2023-09-19|archive-date=2022-10-01|archive-url=https://web.archive.org/web/20221001134453/https://www.reuters.com/article/us-philipmorris-international-iqos-insig-idUSKBN20F1Q7|dead-url=no}}</ref>此外，亦有報導指出，PMI曾在[[法國]]的私人派對上向對 IQOS 產品感興趣的消費者進行宣傳並提供酒精飲料。<ref>{{Cite web|date=2021-09-23|title=Le cigarettier Philip Morris jugé pour publicité déguisée à cause de son produit Iqos|url=https://www.leparisien.fr/economie/le-cigarettier-philip-morris-juge-pour-publicite-deguisee-a-cause-de-son-produit-iqos-23-09-2021-G4X4QKJUPFCGRAZD3UPVZASDVY.php|website=Le Parisien|language=fr-FR|access-date=2023-09-19|archive-date=2021-12-13|archive-url=https://web.archive.org/web/20211213091610/https://www.leparisien.fr/economie/le-cigarettier-philip-morris-juge-pour-publicite-deguisee-a-cause-de-son-produit-iqos-23-09-2021-G4X4QKJUPFCGRAZD3UPVZASDVY.php|dead-url=no}}</ref><ref>{{Cite web|date=2018-03-13|title=Tabac : les soirées de promotion illégales de Philip Morris à Paris|url=https://www.leparisien.fr/societe/les-droles-de-methodes-des-cigarettiers-12-03-2018-7605024.php|website=Le Parisien|language=fr-FR|access-date=2023-09-19|archive-date=2022-01-17|archive-url=https://web.archive.org/web/20220117052451/https://www.leparisien.fr/societe/les-droles-de-methodes-des-cigarettiers-12-03-2018-7605024.php|dead-url=no}}</ref>

據報導 ，PMI多次規劃了直接提及IQOS的行銷活動，以該產品「無燃燒煙霧」以及它是相較於傳統燃燒式紙菸「風險較低」的替代品這兩點論述，鼓勵消費者戒掉傳統燃燒式紙菸或改用IQOS，導致批評質疑聲浪不斷。<ref name=":6"/><ref>{{Cite web|title=Controversy Regarding U.S. Marketing of New Heated Tobacco Product IQOS|url=https://www.iaslc.org/iaslc-news/ilcn/controversy-regarding-us-marketing-new-heated-tobacco-product-iqos|website=International Association for the Study of Lung Cancer|language=en|access-date=2023-09-19|archive-date=2022-01-14|archive-url=https://web.archive.org/web/20220114114840/https://www.iaslc.org/iaslc-news/ilcn/controversy-regarding-us-marketing-new-heated-tobacco-product-iqos|dead-url=no}}</ref> 此外，更有反對聲音認為PMI向美國FDA提交的申請，將有可能會讓消費者誤解「完全轉換」的意思、以及「降低風險」這個尚未獲得支持的的說法，然而，FDA的回應表示成年消費者能正確理解其授權IQOS可以減低有害物質接觸的聲明。<ref name=":2"/>

=== 青少年導向 ===
[[路透社]]於2019年報導PMI在數個國家找來社群媒體網紅作為品牌大使，並向年輕族群推廣IQOS ，PMI回應未來將停止與網紅的合作來進行宣傳或行銷，不過無菸兒童運動主席 Matthew Myers 認為 ， PMI「只有被當場抓到才會調整。」。<ref name=":7">{{Cite news|date=2019-05-11|title=Exclusive: Philip Morris suspends social media campaign after Reuters exposes young 'influencers'|language=en|work=Reuters|url=https://www.reuters.com/article/us-philipmorris-ecigs-instagram-exclusiv-idUSKCN1SH02K|accessdate=2023-09-19|archive-date=2022-09-29|archive-url=https://web.archive.org/web/20220929112420/https://www.reuters.com/article/us-philipmorris-ecigs-instagram-exclusiv-idUSKCN1SH02K|dead-url=no}}</ref>

2020 年一份關於PMI在澳洲採取的IQOS經營策略指出，「PMI 強烈遊說澳洲政府合法化加熱菸草產品，並同步規劃在法案通過時在酒吧、夜總會等年輕人活動場所銷售 IQOS。」。<ref>{{Cite journal|last1=Watts|first1=Christina|last2=Burton|first2=Suzan|last3=Freeman|first3=Becky|date=2020-11-08|title=Creating a market for IQOS: analysis of Philip Morris' strategy to introduce heated tobacco products to the Australian consumer market|url=https://tobaccocontrol.bmj.com/content/early/2020/11/07/tobaccocontrol-2020-056057|journal=Tobacco Control|language=en|doi=10.1136/tobaccocontrol-2020-056057|issn=0964-4563|pmid=33191270|s2cid=226960901|access-date=2023-09-19|archive-date=2021-12-13|archive-url=https://web.archive.org/web/20211213091652/https://tobaccocontrol.bmj.com/content/early/2020/11/07/tobaccocontrol-2020-056057|dead-url=no}}</ref>