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In the USA, for example, sales and marketing of IQOS are currently prohibited by the Food and Drug Administrations (FDAs) premarket approval structure, pending a decision by the FDA.3 Canada allows marketing, and has been termed a dark market due to its strong tobacco advertising ban in combination with its categorisation of IQOS as a tobacco product.4 Italy, by contrast, has exempted IQOS from its comprehensive ban on cigarette advertising and also from the graphic warnings which are required on cigarettes.5 This paper describes the entry of IQOS into Israel, and its marketing campaign (see Figure 1)

It is sometimes referred to as a hidden tax, as it leaves taxpayers less well-off due to higher costs and bracket creep, while increasing the governments spendin

Tobacco industry development of low nicotine cigarettes"