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Industry watch
Iluma-nating: IQOS variant enters the Guatemalan market
  1. Aiken Chew1,
  2. Gustavo Davila1,
  3. Crawford Moodie2,
  4. James Thrasher3,
  5. Joaquin Barnoya1
  1. 1Instituto de Investigación en Ciencias Naturales y Tecnología, Vicerrectora de Investigación y Proyección, Universidad Rafael Landívar, Guatemala, Guatemala
  2. 2Department of Marketing, Institute for Social Marketing, Stirling, UK
  3. 3Health Promotion, Education, and Behavior, School of Public Health, University of South Carolina, Columbia, South Carolina, USA
  1. Correspondence to Dr Aiken Chew, Instituto de Investigación en Ciencias Naturales y Tecnología, Vicerrectora de Investigación y Proyección, Universidad Rafael Landívar, Guatemala, Guatemala; aiken{at}labetnografico.com

https://doi.org/10.1136/tc-2024-058722

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    IQOS, the Philip Morris International (PMI) flagship heated tobacco product (HTP), is now available in 82 countries.1–3 According to PMI’s 2023 fourth-quarter results, IQOS has overtaken Marlboro on net revenues.4 Scant research is available on youth’s HTP perceptions, including in Guatemala. Among adolescents aged 16–19 years in England, Canada and the USA, susceptibility to trying IQOS has been found to be higher than for cigarettes.5 In Guatemala, adolescent HTP use has been found to be low, yet susceptibility to use is high, suggesting that tobacco use prevention strategies should also include HTPs.6 7 Furthermore, Guatemala faces the challenge of increased accessibility for …

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    Footnotes

    • X @JoaquinBarnoya

    • Contributors All authors contributed in the initial planning and conceptualisation of this manuscript. AC drafted the first version of the manuscript and GD, JB, CM and JT helped revise the manuscript and edit its content.

    • Funding This work is part of the ‘Removing the Marketing Power of cigarettes’ (REMAP) Project, funded by the Medical Research Council (MR/X004279/1).

    • Competing interests None declared.

    • Provenance and peer review Not commissioned; externally peer reviewed.