Ducati Expected To Finalize Advertising Deal With IQOS

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The IQOS, a heat-not-burn product designed to provide a smoke-free tobacco experience, may end up incorporated into the Ducati livery sported in this upcoming season’s MotoGP.

Ducati Racing Photo
Ducati could be headed towards the finalization of an advertising deal with Philip Morris that would splash the logo of the company’s IQOS device on the Ducati livery in time for this season’s MotoGP. (Image via Pixabay)

The advertising deal between the two companies–Philip Morris, which makes the IQOS, and Ducati–is expected to be finalized within a matter of weeks, according to sports news publisher Eurosport.com.

As the IQOS, which is made by Philip Morris International (PMI), is not a traditional tobacco product like a cigarette, there’s a chance it could circumvent cigarette advertising bans such as the Public Health Cigarette Smoking Act of 1970 that banned cigarette advertising on television and radio in the United States.

Speculation of the deal is at least in part derived from the new 2018 Ducati livery that was recently revealed at a launch event earlier in the week. The new livery sports grey sections that some have speculated may be where the IQOS logo will be printed.

Up until 2010, Marlboro, which is owned by Philip Morris, was an official title sponsor of Ducati.

IQOS, which the Israeli government just hit with a 65 percent tax, is a device used to heat tobacco, not burn it. This is a stark contrast from the old world of cigarettes that such products are replacing for some users. In the case of traditional cigarettes, users burn the tobacco, which in turn creates smoke that’s known to be detrimental to human health. While the health implications of heat-not-burn products and electronic cigarettes alike remain unclear at this time, there is a growing body of evidence in support of the notion that such devices are less harmful to their users than conventional cigarettes. This notion of such devices being less harmful than cigarettes is one that the U.S. Food and Drug Administration (FDA) recently backed with the findings of their own preliminary review of the IQOS.

In their preliminary review of the product, which was first launched in Japan before making its way into markets elsewhere, the FDA found the IQOS to likely be far less harmful than traditional cigarettes.

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