Effect of a Hypothetical Modified Risk Tobacco Product Claim on Heated Tobacco Product Use Intention
Saturday, June 19, 2021
Posted by: Natalia Gromov
Chen-Sankey
JC, Kechter A, Barrington-Trimis J, et al.
Effect of a Hypothetical
Modified Risk Tobacco Product Claim on Heated Tobacco Product Use Intention and
Perceptions in Young Adults.
Tobacco Control Published Online First: 31 May 2021. doi:
10.1136/tobaccocontrol-2021-056479.
Introduction.
Modified risk tobacco product (MRTP) claims for heated tobacco products (HTPs)
that convey reduced exposure compared with conventional cigarettes may promote
product initiation and transition among young people. We assessed the effects
of a hypothetical MRTP claim for HTPs on young adults’ intention and
perceptions of using HTPs and whether these effects differed by their current
cigarette and e-cigarette use.
Methods.
We embedded a randomised between-subjects experiment into a web-based survey
administered among a cohort of 2354 Southern California young adults (aged
20–23) in 2020. Participants viewed depictions of HTPs with an MRTP claim
(n=1190) or no claim (n=1164). HTP use intention and HTP-related harm and use
perceptions relative to cigarettes and e-cigarettes were assessed.
Results.
Overall, participants who viewed versus did not view the claim did not differ
in HTP use intention (28.5% vs 28.7%) but were more likely to perceive HTPs as
less harmful than cigarettes (11.4% vs 7.0%; p<0.001). The experimental
effect on HTP use intention did not differ among past 30-day cigarette smokers
versus non-smokers (interaction adjusted OR (AOR)=0.78, 95% CI 0.36 to 1.76)
but differed among past 30-day e-cigarette users versus non-users (interaction
AOR=1.67, 95% CI 1.02 to 2.68).
Discussion.
The hypothetical MRTP claim may lower young adults’ HTP harm perceptions
compared with cigarettes but may not change HTP use intention overall or
differentially for cigarette smokers. The larger effect on HTP use intention
among e-cigarette users than non-users raises the question of whether MRTP
claims may promote HTP use or HTP and e-cigarette dual use among young
e-cigarette users.
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