Objective:
Since iQOS was introduced in Japan in 2014, the heated tobacco product (HTP) market has expanded in Japan and globally. Tobacco advertising, promotion, and sponsorship (TAPS) restrictions in Japan are self-regulated by the industry, and no forms of TAPS are banned under national law. This study examines awareness of cigarette and HTP marketing, and support for TAPS bans in Japan.

Methods:
Data are from the International Tobacco Control (ITC) Japan Wave 1 (2018) Survey, a web-based survey of adult cigarette smokers, dual users of cigarettes and HTPs, and non-smokers/non-HTP users (n=4,684). Measures included noticing cigarette and HTP advertising in the last 6 months; and support for bans on cigarette and HTP POS displays, cigarette advertising, and price promotions in stores. Weighted logistic regression models examined exposure to cigarette and HTP marketing and support for TAPS bans among HTP users (n=555 dual users and n=207 HTP-only users) and HTP non-users (n=3,306 cigarette smokers and n=616 non-smokers).

Results:
Retail stores were the most common source of cigarette and HTP advertising with higher exposure among HTP users compared to non-users (58% vs. 48% for cigarette advertising; 57% vs. 31% for HTP advertising). At least 1 in 5 HTP users and non-users noticed HTPs and cigarettes advertised on TV, in newspapers/magazines, and on posters/billboards. With a few exceptions, more HTP users noticed HTP advertising than non-users, whereas there were few differences in exposure to cigarette advertising.
Non-users had stronger support for TAPS bans than HTP users: POS display bans for HTPs (74% vs. 47%) and cigarettes (65% vs. 49%); bans on cigarette advertising in stores (69% vs. 53%); and price promotions (76% vs. 65%).

Conclusions:
TAPS restrictions are not effective for reducing exposure to HTP and cigarette advertising in Japan. Findings suggest that the public would support a comprehensive TAPS ban.