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In 2025, disposable vapes, which mimic the convenience of cigarettes, average $10 to $30 each and can deliver thousands of puffs, equivalent to multiple packs

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In an attempt to preempt negative media coverage of this marketing tactic, Philip Morris told Reuters it was suspending product-related digital influencer actions. However, Philip Morris did not say it would permanently end such efforts, and the letter to the social media companies notes that past experience has shown we cannot rely on self-regulation by the tobacco industry to control their actions. View examples of IQOS marketing on social media