Several devices are currently marketed, the most widespread being the IQOS (PMI), acronym for I Quit Ordinary Smoking,2,3 by 2022, PMI was promoting it in nearly 60 countries.4 IQOS was first sold in Japan in December 2013,5 which quickly became a best-seller after being advertised on a popular Japanese television show.6 Three years later, in Italy, 329,000 people who had not previously been smokers, used HNB,7 demonstrating that heated tobacco can initiate and maintain an addictive process to nicotine
The fine for using shisha outdoors or in unauthorised locations ranges from 1,000 to 5,000 dirhams
As of 2016, the Food and Drug Administration (FDA) classifies e-cigarettes and nicotine-laced vape e-liquids as tobacco items and controls them accordingly
The colour of the pack makes a difference, says Ayo-Yusuf
But there may be an important additional pathway that we can see at play in the tobacco example: changing cultural norms