TY - JOUR T1 - Intensified advertising of heated tobacco products in Japan: an apparent shift in marketing strategy JF - Tobacco Control JO - Tob Control SP - 130 LP - 130 DO - 10.1136/tobaccocontrol-2021-056615 VL - 32 IS - 1 AU - Masao Ichikawa AU - Ai Hori AU - Haruhiko Inada AU - Takahiro Tabuchi Y1 - 2023/01/01 UR - http://tobaccocontrol.bmj.com/content/32/1/130.abstract N2 - Heated tobacco products (HTPs) were first introduced to the Japanese market in 2014, as a less harmful alternative to cigarettes.1 Since then, HTPs quickly gained popularity. In 2019, 27% and 8% of men and women, respectively, were current smokers; among whom, 20% of both men and women used HTPs exclusively, and 7% and 5% of men and women, respectively, used both HTPs and conventional cigarettes.2 The sales share of HTPs in 2019 was 24% of tobacco products.3 To understand how the tobacco industry has increased market share of HTPs so shortly in Japan, we examined the recent trend of tobacco advertising in newspapers and magazines. It is noted that Japan is a Party to the WHO Framework Convention on Tobacco Control, but tobacco ads are still allowed in these media.We obtained the monthly volume (or total size) of ads on tobacco products in newspapers and … ER -