Light and mild redux: heated tobacco products’ reduced exposure claims are likely to be misunderstood as reduced risk claims

Popova, Lucy; Lempert, Lauren Kass; Glantz, Stanton A.

doi:10.1136/tobaccocontrol-2018-054324

Cited by 48 publications

(44 citation statements)

References 34 publications

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“…HTP users were significantly more likely to believe that HTPs are less harmful than cigarettes compared to non-HTP users, with this belief being more prominent among frequent users. Smokers who have been exposed to HTP marketing appear to hold beliefs that are consistent with these advertising messages in Japan [36]. Even though existing scientific data show less exposure to toxic substances from HTPs than from cigarettes [7,12,13,17], advertising HTPs as reduced-risk products should be prohibited until the scientific community comes to a consensus about the ultimate effect of HTP use on health.…”

Section: Resultsmentioning

confidence: 99%

Perceptions of Harmfulness of Heated Tobacco Products Compared to Combustible Cigarettes among Adult Smokers in Japan: Findings from the 2018 ITC Japan Survey

Gravely

Fong

Sutanto

et al. 2020

IJERPH

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In Japan, the tobacco industry promotes heated tobacco products (HTPs) as a reduced-risk tobacco product. This study examines: (1) smokers’ harm perceptions of HTPs relative to combustible cigarettes; (2) differences in relative harm perceptions between exclusive smokers and smokers who use HTPs (concurrent users) and between concurrent users based on frequency of product use; and (3) if smokers who were exposed to HTP advertising hold beliefs that are consistent with marketing messages of lower harmfulness. This cross-sectional study included 2614 adult exclusive cigarette smokers and 986 concurrent users who reported their perceptions of harmfulness of HTPs compared to cigarettes, as well as their exposure to HTP advertising in the last six months. Among all smokers, 47.5% perceive that HTPs are less harmful than cigarettes, 24.6% perceive HTPs to be equally as harmful, 1.8% perceive HTPs as more harmful, and 26.1% did not know. Concurrent users are more likely than exclusive smokers to believe that HTPs are less harmful (62.1% versus 43.8%, p < 0.0001) and less likely to report that they did not know (14.3% versus 29.4%, p < 0.0001). Frequent HTP users are more likely than infrequent users to believe that HTPs are less harmful (71.7% versus 57.1%, p ≤ 0.001). Believing that HTPs are less harmful than cigarettes was associated with noticing HTP advertising on TV (p = 0.0005), in newspapers/magazines (p = 0.0001), on posters/billboards (p < 0.0001), in stores where tobacco (p < 0.0001) or where HTPs (p < 0.0001) are sold, on social media (p < 0.0001), or in bars/pubs (p = 0.04). HTP users were significantly more likely than non-HTP users to believe that HTPs are less harmful than cigarettes, with this belief being more prominent among frequent users. Smokers who have been exposed to HTP advertising were more likely to perceive HTPs as less harmful than cigarettes.

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Section: Resultsmentioning

confidence: 99%

Perceptions of Harmfulness of Heated Tobacco Products Compared to Combustible Cigarettes among Adult Smokers in Japan: Findings from the 2018 ITC Japan Survey

Gravely

Fong

Sutanto

et al. 2020

IJERPH

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“…Most research on consumer responses to IQOS has been conducted by PMI 22–25. Independent survey research found that IQOS is perceived as less harmful than smoking 26–28.…”

Section: Introductionmentioning

confidence: 99%

Factors that influence smokers’ and ex-smokers’ use of IQOS: a qualitative study of IQOS users and ex-users in the UK

et al. 2020

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BackgroundOne of the most widely available heated tobacco products is IQOS by Philip Morris International. However, there is a lack of independent research exploring IQOS initiation and subsequent use among smokers and ex-smokers.AimsTo (1) explore the reasons why smokers and ex-smokers use and continue/discontinue IQOS and (2) consider implications for future research and policy.ParticipantsAdult (18+) current (n=22) and ex-users (n=8) of IQOS who either currently smoked or quit smoking in the last 2 years.MethodsQualitative interview study in London, UK.ResultsSix main factors influenced initiation and use of IQOS: (1) Health—wanting to reduce/quit smoking and perceptions of reduced harm (while understanding IQOS was not risk-free). Branded packaging, absence of pictorial warnings and physical health improvements conveyed reduced harm. (2) Financial—including high start-up costs, but cheaper ongoing costs than smoking. (3) Physical—mixed views on enjoyment and satisfaction. Sensory experiences influenced use including discreetness, cleanliness, reduced smell and tactile similarities relative to combustible cigarettes. (4) Practical—issues of accessibility, shortcomings with maintenance/operation limited ongoing use, whereas use in smoke-free places increased use. (5) Psychological—similarities in rituals and routines, although new practices developed to charge and clean; some liked trailblazing new technology. (6) Social—improved social interactions from using IQOS instead of smoking, but with more limited shared social experiences for some.ConclusionFor some, IQOS facilitated smoking substitution. Factors such as packaging, labelling, risk communication, price and smoke-free policies appear to influence initiation and use.

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“…Marketing of these products, and claims being made about them, need to be regulated 7 , 27 . In 2016 in Japan, the appearance of IQOS in a popular television programme was followed by a rapid increase in IQOS use, highlighting the need to regulate HTP marketing and use 28 .…”

Section: Introductionmentioning

confidence: 99%

Heated tobacco products: another tobacco industry global strategy to slow progress in tobacco control

Bialous

Glantz

2018

Tob Control

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There has been a global decline in tobacco consumption that, if continued, will negatively impact the tobacco industry’s profits. This decline led the industry to invent and market new products, including heated tobacco products (HTP). HTP are an extension of the industry’s strategies to undermine government’s tobacco regulatory efforts as they are being promoted as part of the solution for the tobacco epidemic. Under the moniker of ‘harm reduction’, the tobacco companies are attempting to rehabilitate their reputation so they can more effectively influence governments to roll back existing tobacco control policies or create exemptions for their HTP. Rolling back tobacco control policies will make it easier for the companies to renormalise tobacco use to increase social acceptability for all their products. When regulations are absent or when loopholes exist in classifying HTP as a tobacco product (thus subject to all tobacco control regulations), the industry’s marketing of HTP is making these products more visible to the public and more accessible. Governments need to ensure that HTP are regulated as tobacco products or drugs and reject partnerships with the tobacco companies to promote ‘harm reduction’. The tobacco companies remain the vector of the tobacco-caused epidemic and cannot be part of the global tobacco control solution.

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Light and mild redux: heated tobacco products’ reduced exposure claims are likely to be misunderstood as reduced risk claims

Cited by 48 publications

References 34 publications

Perceptions of Harmfulness of Heated Tobacco Products Compared to Combustible Cigarettes among Adult Smokers in Japan: Findings from the 2018 ITC Japan Survey

Perceptions of Harmfulness of Heated Tobacco Products Compared to Combustible Cigarettes among Adult Smokers in Japan: Findings from the 2018 ITC Japan Survey

Factors that influence smokers’ and ex-smokers’ use of IQOS: a qualitative study of IQOS users and ex-users in the UK

Heated tobacco products: another tobacco industry global strategy to slow progress in tobacco control

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