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IQOS was featured at youth events associated with Romanias BeLikeMe campaign, which asked IQOS Consultants to promote the product at parties, festivals, and retail locations

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[166] A 2017 study found that exposure to ads created the belief that vaping was safer than smoking in women and pregnant women and that youth "exposed to flavored e-cigarette advertisements rated them as more appealing than those exposed to non-flavored e-cigarette advertisements." By contrast, ads with warnings could strengthen e-cigarette harm perceptions, and lower purchase likelihood