A cigarette company has suspended a global marketing campaign using social media influencers to advertise a new “heated tobacco” device.
While using 21-year-old Russian influencer Alina Tapilina didn’t break any rules legally, the decision to have her promote the product went against the company’s internal “marketing standards”.“We have taken the decision to suspend all of our product-related digital influencer actions globally,” the company said, reports“Whilst the influencer in question is a legal age adult smoker, she is under 25 and our guidance called for influencers to be 25+ years of age.
The product being promoted is the company’s IQOS tobacco heating system, which heats tobacco just enough to release a flavourful nicotine-containing vapor which contains 95 per cent fewer toxic compounds than cigarettes. The cigarette company added its suspension of the social marketing campaign was evidence of its “conviction to achieve a smoke-free world through socially responsible practices”.
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