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In the USA, for example, sales and marketing of IQOS are currently prohibited by the Food and Drug Administrations (FDAs) premarket approval structure, pending a decision by the FDA.3 Canada allows marketing, and has been termed a dark market due to its strong tobacco advertising ban in combination with its categorisation of IQOS as a tobacco product.4 Italy, by contrast, has exempted IQOS from its comprehensive ban on cigarette advertising and also from the graphic warnings which are required on cigarettes.5 This paper describes the entry of IQOS into Israel, and its marketing campaign (see Figure 1)

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Chunghwa Soft Pack may be a better choice for: Buyers who prefer flexible packaging Customers who like traditional soft-pack handling Daily carrying A less bulky pocket feel Buyers who already know and prefer soft pack cigarettes Possible Downsides of the Soft Pack The main weakness is protection

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