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A new generation of heated tobacco products (HTPs) is being widely promoted in traditional (billboards, print) and social media 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 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. Though later to market, glo is showing greater popularity and traction than IQOS on social media (figure 1). This industry watch examines glo’s marketing approach.
Contributors KG conceptualised 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.
Funding This work was supported by a postdoctoral fellowship training grant from the National Heart, Lung, and Blood Institute (T32HL007034).
Competing interests JJP reports personal fees from Plaintiff Law Firms in lawsuits against the tobacco companies, from Achieve Life Sciences, and from Carrot, for consulting outside the submitted work.
Patient consent for publication Not required.
Provenance and peer review Not commissioned; externally peer reviewed.