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Another study published in Tobacco Control underscores these concerns: Just as e-cigarettes, particularly the J UUL-style, promoted with a modern, high-tech image and harm reduction and smokeless messages, appeal to adolescents, it is likely that IQOS, marketed in a similar manner, will also appeal to adolescents. To prevent youth access to IQOS and exposure to its advertising and promotion, the FDA is placing restrictions on how the products are marketed especially through websites and social media and requiring that advertising is targeted to adults

In many countries, cigarette boxes must display health warnings and plain packaging requirements

The packaging features a harmonious design with a plain background, usually any subtle or unattractive colours like olive, which also promotes green cigarette packaging

That was more than a decade ago, months before the author killed himself