HOME HELP FEEDBACK SUBSCRIPTIONS ARCHIVE SEARCH TABLE OF CONTENTS REGISTER		Author Keyword(s) Vol Page [Advanced]

This Article Full Text Full Text (PDF) Submit a response Alert me when this article is cited Alert me when eLetters are posted Alert me if a correction is posted Citation Map Services Email this link to a friend Similar articles in this journal Similar articles in PubMed Add article to my folders Download to citation manager Request Permissions Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Google Scholar Articles by Shiffman, S Articles by Di Marino, M E Search for Related Content PubMed PubMed Citation Articles by Shiffman, S Articles by Di Marino, M E

Smoker and ex-smoker reactions to cigarettes claiming reduced risk

¹ Pinney Associates and University of Pittsburgh, Pittsburgh, Pennsylvania, USA
² Pinney Associates, Seattle, Washington, USA
³ GlaxoSmithKline Consumer Healthcare, Pittsburgh, Pennsylvania, USA
⁴ Pinney Associates, Bethesda, Maryland, USA

Correspondence to:
Saul Shiffman PhD
Pinney Associates, 201 North Craig Street, Suite 320, Pittsburgh, PA 15213, USA; shiffman{at}pinneyassociates.com

Context: The tobacco industry is introducing modified tobacco products claiming to reduce the risk of smoking (potential reduced exposure products, PREPs). If PREPs are perceived as safe, they may deter smokers from quitting and encourage re-initiation by smokers who have quit.

Objective: To assess smokers’ and ex-smokers’ perceptions of PREPs and the impact of PREP claims on interest in quitting (among smokers) or in resuming smoking (ex-smokers).

Design: A random-digit-dialled survey of US smokers and ex-smokers. We used Eclipse, a modified PREP cigarette, as an exemplar PREP. During the survey, the interviewer read risk reduction claims made for Eclipse by its manufacturer, assessing smokers’ interest in quitting before and after the exposure.

Participants: 1000 current cigarette smokers and 499 ex-smokers (300 quit within the last two years), over 18 years old.

Main outcome measures: Perception of risk reduction from Eclipse; interest in using Eclipse; smokers’ interest in quitting was assessed using a stage of change approach (pre- and post-exposure to claims).

Results: 91% of smokers thought Eclipse was safer than regular cigarettes. 24% believed Eclipse was completely safe. 57.4% of smokers were interested in using Eclipse; interest was greatest among smokers who were contemplating quitting. Exposure to Eclipse’s claims was followed by reduced interest in quitting. Among all ex-smokers, interest in Eclipse was 6.2%, but interest was 15.2% among young adults (18–25 years) who had stopped smoking within two years.

Conclusions: There is substantial risk that smokers will overinterpret reduced risk claims made for modified tobacco products. PREPs appeal to smokers who are contemplating quitting and exposure to reduced risk product claims appears to reduce smokers’ readiness to quit. PREPs also appealed to young adults who had recently stopped smoking. Thus, reduced risk tobacco product claims can undermine adult cessation and youth prevention, possibly resulting in increased harm even if the products are less toxic.

Keywords: modified tobacco products; reduced risk; smokers’ reactions

This article has been cited by other articles:

				L. Biener, K. Bogen, and G. Connolly Impact of corrective health information on consumers' perceptions of "reduced exposure" tobacco products Tob. Control, October 1, 2007; 16(5): 306 - 311. [Abstract] [Full Text] [PDF]

				J. F. Pankow, K. H. Watanabe, P. L. Toccalino, W. Luo, and D. F. Austin Calculated Cancer Risks for Conventional and "Potentially Reduced Exposure Product" Cigarettes Cancer Epidemiol. Biomarkers Prev., March 1, 2007; 16(3): 584 - 592. [Abstract] [Full Text] [PDF]

				G. F. Wayne Potential reduced exposure products (PREPs) in industry trial testimony Tob. Control, December 1, 2006; 15(suppl_4): iv90 - iv97. [Abstract] [Full Text] [PDF]

				H. A. Tindle, N. A. Rigotti, R. B. Davis, E. M. Barbeau, I. Kawachi, and S. Shiffman Cessation Among Smokers of "Light" Cigarettes: Results From the 2000 National Health Interview Survey Am J Public Health, August 1, 2006; 96(8): 1498 - 1504. [Abstract] [Full Text] [PDF]

				T Eissenberg The time for tobacco industry sponsored PREP evaluation has arrived Tob. Control, February 1, 2006; 15(1): 1 - 2. [Full Text] [PDF]

				R S Caraballo, L L Pederson, and N Gupta New tobacco products: do smokers like them? Tob. Control, February 1, 2006; 15(1): 39 - 44. [Abstract] [Full Text] [PDF]