Philip Morris International (PMI) has told retailers to remove posters that promote IQOS as a ‘healthier alternative’, following an order from the Department of Health. 

Peter Nixon, PMI’s managing director for UK and Ireland, told RN that despite having a “different opinion” to the government on the legality around marketing tobacco alternatives, stores should only display posters that state ‘IQOS available here’.

He said: “To protect the interest of our retailers, we recommend PMI posters are removed. I have sent my staff around to remove and replace them with a different one that says ‘IQOS available here’.”

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