UK
UK public health minister, Steve Brine, has warned that the Department of Health was prepared to take legal action against Phillip Morris International in order to protect UK consumers from being targeted by advertisement posters for “healthier” products, promoting its IQOS device.
PMI denies the adverts are illegal and claims it wants to help smokers by providing them with better tobacco alternatives.
Both the Department of Health and the National Trading Standards Institute have confirmed that the IQOS posters are in breach of a strict long-standing ban on advertising tobacco and tobacco-related products.