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During the first half of 2016, PM communicated directly with officials from the Ministries of Health and Finance via high-level meetings and letters prior to marketing of IQOS to the public.6 This is consistent with PMs global strategy.8 Following these meetings, the Ministry of Health (MOH) sent a letter to the Tax Authority defining IQOS as a new product which did not fall under existing tobacco regulation.9 PM began advertising IQOS online in December 2016
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But the company admitted it saw a disappointing performance in the US for cigarette brands like Camel, and an underwhelming start to the year for its Glo e-cigarette brand
