RT Journal Article SR Electronic T1 Examining perceptions about IQOS heated tobacco product: consumer studies in Japan and Switzerland JF Tobacco Control JO Tob Control FD BMJ Publishing Group Ltd SP tobaccocontrol-2018-054322 DO 10.1136/tobaccocontrol-2018-054322 A1 Elizabeth C Hair A1 Morgane Bennett A1 Emily Sheen A1 Jennifer Cantrell A1 Jodie Briggs A1 Zoe Fenn A1 Jeffrey G Willett A1 Donna Vallone YR 2018 UL http://tobaccocontrol.bmj.com/content/early/2018/05/15/tobaccocontrol-2018-054322.abstract AB Objective To examine consumer perceptions, attitudes and behaviours regarding the heated tobacco product, IQOS, as well as to document the product’s marketing strategies to determine its potential for appealing to youth and young adults.Method Truth Initiative, in collaboration with Flamingo, collected qualitative data via: (1) expert interviews, (2) semiotic analysis of IQOS packing and marketing materials, and (3) 12 focus groups with adults in Switzerland (ages 19–44 years; June 6–9, 2016) and Japan (ages 20–39 years; June 22–24, 2016) (n=68 for both groups).Results Expert interviews and IQOS packing and marketing analyses revealed the product is being marketed as a clean, chic and pure product, which resonated very well in Japan given the strong cultural values of order, cleanliness, quality and respect for others. Focus groups results indicated Japanese IQOS users used the product for socialising with non-smokers. Focus group participants in both Japan and Switzerland reported lower levels of satisfaction with the product relative to combustible cigarettes, although many found the product packaging to be appealing. While participants identified several benefits and barriers related to IQOS, few reported any potential health benefits of use compared with combustible tobacco products.Conclusion IQOS was marketed as a sophisticated, high tech and aspirational product. Because youth and young adults are more interested in such product positioning, this approach raises some concern about youth appeal. This research shows cultural factors appeared to affect the appeal of this messaging, indicating that prevalence and uptake data will likely not be similar from country to country.