TY - JOUR T1 - PMI New Zealand conflates IQOS heated tobacco products with electronic nicotine delivery systems JF - Tobacco Control JO - Tob Control DO - 10.1136/tobaccocontrol-2021-056964 SP - tobaccocontrol-2021-056964 AU - Lindsay Robertson AU - Janet Hoek AU - Karin Silver Y1 - 2021/11/18 UR - http://tobaccocontrol.bmj.com/content/early/2021/11/18/tobaccocontrol-2021-056964.abstract N2 - A sponsored article in Reuters Plus, paid for by Philip Morris International (PMI) and published in April 2021, presented figures gleaned from a survey about alternative nicotine products that PMI commissioned and consulting firm Povaddo conducted. The article states that many smokers are denied accurate information about PMI’s ‘smoke-free’ products, which causes confusion about these products’ purported role in helping people transition away from conventional cigarettes.1 According to the survey data presented, among smokers who have seen, read or heard something about ‘smoke-free’ products in the past 6 months, nearly half (47%) report receiving conflicting or unclear information.1 PMI appears to imply others are responsible for this conflicting information, even though its own advertising, which has conflated heated tobacco products (HTPs) with electronic nicotine delivery systems (ENDS), may foster confusion.Recent promotions on the IQOS New Zealand (NZ) online store (https://nz.iqos.com) ‘bundle’ IQOS VEEV, PMI’s brand of ENDS, with IQOS 3 or IQOS 3 Multi, both HTPs. The promotion suggests using IQOS VEEV ‘when you’re on the go’ and an IQOS HTP ‘when you have a moment to relax’ (figure 1), thus explicitly encouraging … ER -