Effects of IQOS health warnings and modified risk
Mays D, Johnson AC, Glasser A, et al. Effects of IQOS health warnings and modified risk claims among US young adult cigarette smokers and non-smokers. Online First. 26 October 2021 | This study provides experimental data demonstrating the effects of modified risk claims and health warnings for IQOS advertisements among US young adult cigarette smokers and non-smokers.
Overall, some health warnings increased the perceived credibility and effectiveness of health messages, but IQOS’ reduced exposure claim increased IQOS use intentions in non-smokers. (Emphasis added)
Our findings highlight the need for… surveillance of the impact of manufacturers’ claims about reduced risks in the population.”
Authors point out that, Other “research indicates young adults are likely to attend to IQOS branding over health warnings and misunderstand ‘switching completely’ language in modified risk claims.”
Comment: Health warnings often fail to overcome the ‘reduced exposure’ classification that consumers incorrectly think means the safety of the product. : https://tobaccocontrol.bmj.com/content/early/2021/10/28/tobaccocontrol-2021-056810
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Stephen Hamann
