In recent days, the tobacco company Philip Morris is in the eye of the cyclone! Indeed, the company was promoting its famous system of heated tobacco " IQOS On social networks using young "influencers". Our colleagues from Reuters After unveiling the case, Philip Morris International decided to suspend its international marketing campaign.
The cigarette manufacturer Philip Morris International Inc recently suspended its global social media marketing campaign in response to Reuters polls on the company's use of young influencers to promote the heated tobacco device " IQOS".
In its article reporting the investigation, Reuters said the company was using young social media stars to make the new IQOS heated tobacco machine. Photos and videos of the influencers promoting the product were presented to Philip Morris, who decided to suspend his promotional campaign. Among the influential personalities of the social network Instagram we can cite Alina Tapilina, a Russian of 21 years, Alian Eremia, a Romanian of 25 years, and Vanda Janda, a Slovak of 21 years old.
It is important to understand that the company's internal "marketing standards" prohibit it from promoting this type of product to celebrities or youth-oriented mannequins Who have or seem to have less than 25 years. Philip Morris told Reuters of his decision late Friday, saying it had launched an internal investigation into the famous marketing publications.
To defend himself Philip Morris International said:
« We decided to suspend all our actions with influencers on the digital platforms concerning the IQOS product. » adding « The influencer in question is an adult smoker of her legal age, but she is less than 25 years old, and our guidelines advocated that influencers be more than 25 years old. It was a clear violation of these guidelines.". According to the famous cigarette maker « No law has been broken«
As a reminder, at the end of April, the Food and Drug Administration (FDA) the United States has decided to authorize the sale of IQOS.