Effects of IQOS health warnings and modified risk claims among young adult cigarette smokers and non-smokers.

ABSTRACT:

Introduction

Heated tobacco products, including Marlboro IQOS, are available globally. In the USA, IQOS was authorised to be advertised with claims about reduced toxicant exposure relative to cigarettes. The effects of such modified risk claims and health warnings have not been studied among young adult cigarette smokers and non-smokers.

Methods

In 2020, US young adult (18-30 years, n=1328) cigarette smokers and non-smokers viewed an IQOS ad in a 4 (modified risk claim variations or none) by 3 (warning variations or none) between-subjects experiment. Outcome measures assessed perceived credibility and effectiveness of the health or risk message for discouraging IQOS use, perceived harms, efficacy beliefs, and IQOS use intentions.

Results

Smokers reported significantly

SUBMITTER: Mays D 

PROVIDER: S-EPMC9050959 | biostudies-literature | 2021 Oct

REPOSITORIES: biostudies-literature