编辑“︁IQOS”︁（章节）

=== 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>