IQOS marketing strategies and expenditures in the United States from market entrance in 2019 to withdrawal in 2021.

Philip Morris (PM) leveraged IQOS' modified risk tobacco product authorization (MRTPA) from the US Food and Drug Administration (FDA), and continued marketing IQOS after its withdrawal from the US market due to a patent infringement related court decision. Notably, IQOS marketing increasingly targeted key consumer groups (e.g., women). Given IQOS' potential return to the US, PM's use of FDA's MRTPA to promote IQOS as a risk reduction product in other countries, and FDA's MRTPA for other products, it is crucial to monitor products receiving MRTPA, their marketing, and their population impact, domestically and in other countries.