While the law restricted print advertising to one advertisement in each newspaper, 40% of the IQOS adverts placed were giant, two-page ads, effectively doubling the products advertising space while still being considered a single advert as allowed by the letter of the law. Another strategy used by Philip Morris was adding a QR code to the ads so that readers could scan and then view additional content, beyond that which was in the newspaper
The success rates for smoking cessation treatment with nicotine chewing gum vary considerably across studies, but evidence suggests that it is a safe means of facilitating smoking cessation if chewed according to instructions and restricted to patients who are under medical supervision
"Prevalence of smoking habits, attitudes and knowledge on counteractive strategies among a sample of healthcare employees: results of the smoking-free health environments project in the province of Palermo, Italy"
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Cigarette retail values in 2014 were worth over US$700 billion and over 5.6 trillion cigarettes were sold to more than one billion smokers worldwide