"The company’s internal “marketing standards” prohibit it from promoting tobacco products with youth-oriented celebrities or “models who are or appear to be under the age of 25.”
So the age limit in discussion is self imposed by the company, which is 25. The 'young influencer' mentioned is 21 years old.
I don't see this as anything above a journalistic sensationalism.
"The U.S. Food and Drug Administration (FDA) last month decided it would allow sales of the IQOS device in the United States after a two-year review process in which Philip Morris repeatedly assured the regulator that it would warn young people away from the product."
I'm sure Phillip Morris made the FDA well aware of their "self-imposed" age limit when pushing for FDA approval. I doubt Phillip Morris introduced this age limit because they suddenly found their moral compass or started to hate making money. I'm sure they use it to get regulators off their back, so this definitely isn't a good look for them.
Twenty-one.