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Three separate studies were conducted to examine various digital marketing strategies employed by companies on their brand websites to promote e-cigarettes and heated tobacco products (HTPs) online in China , the Philippines , and Vietnam

In the Escape from the commonplace campaign, the brand highlighted its taste and (alleged) mildness through imagery of global landmarks and the line Enjoy something different. Coinciding with this, the brand also used its healthier positioning in a campaign with the slogan: Yes, you need never feel over-smoked that's the miracle of Marlboro!, targeting parents through children

Illegality limited laboratory research and required studies to draw conclusions based on indirect and sometimes imprecise user-supplied information

Snus was not banned in the USA, but according to the Swedish Match representative at the GFN Conference, when the company wanted to introduce a modified risk product they had to submit a research evidence report which ran to 140,000 pages