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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

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A Health Canada official told The Canadian Press that the new messaging will appear on packages of cigarettes, little cigars and cigarette tobacco for two years, and on all other tobacco products for three years