females and non-Hispanic Whites, and among daily smokers, those who smoked 20 or more cigarettes per day and those who were not considering quitting. Smokers interested in PREPs were substantially more likely to rate their perceived lung cancer risk as high (40.3% vs. 8.3%) and to worry frequently about developing lung cancer (19.7% vs. 4%).Discussion: These results suggest that there is a substantial level of interest among current smokers in cigarettes marketed with claims of reduced exposure or harm. Of particular concern is that " health conscious " smokers and heavy smokers not planning to quit may be especially vulnerable to PREP marketing messages and view such products as an alternative to smoking cessation.
IntroductionIn recent years, tobacco product manufacturers have introduced a range of new potential reduced-exposure tobacco products (PREPs), marketed as an alternative to conventional cigarettes with advertising claims or suggestions that they are less harmful than traditional cigarettes or reduce exposure to toxic constituents in tobacco and smoke. These new products include modifi ed tobacco cigarettes (e.g., Advance, Omni), cigarette-like products (e.g., Eclipse, Accord), and oral/smokeless tobacco products (e.g., Ariva, Exalt, Revel) ( Pederson & Nelson, 2007 ). Currently, evidence is insuffi cient to determine whether these products result in meaningful reductions in risk or exposure compared with conventional tobacco products ( Stratton, Shetty, Wallace, & Bondurant, 2001 ). Moreover, the marketing of PREPs poses substantial challenges for tobacco control efforts as tobacco control advocates and public health experts have raised concerns that these products may serve as an alternative to Abstract Introduction: In recent years, there has been a proliferation of potential reduced-exposure tobacco products (PREPs) marketed that claim to be less harmful or less addictive, compared with conventional cigarettes. Tobacco control scientists have raised concerns about the potential adverse impact of marketing of these products for smoking prevention and cessation efforts. Although these products have not been widely used among smokers, there are few data available on consumers ' awareness and attitudes toward these products.
Methods
Results:In 2005, 45% of respondents had heard of at least one PREP product, while only 4.8% had actually tried one. Awareness and use were substantially higher among current smokers (55.6% and 12.7%). Awareness was highest for Marlboro Ultra Smooth (MUS) (30.2%), Eclipse (18.2%), Quest (7.8%), and Ariva (5.4%), while less than 2% for any other product. Of respondents who had tried a PREP, 50% cited harm reduction or assistance in quitting as a reason for trying the product and 30% believed that the product was less harmful than their usual brand. In the combined 2003 and 2005 dataset, 54.4% of current smokers stated that they would be " very " or " somewhat " interested in trying a cigarette advertised as less harmful, while only 3.2% of former smokers and 1.1% of never-s...