Table 1

Typology of halo effects relevant to MRTP claims

Type	Applies to	Claim generalised to	Example
Exposure-to-exposure halo effect	Specific exposure claims.	Specific exposures not stated in claim.	Claim describing reduced exposure to carbon monoxide inferred to mean reduced exposure to formaldehyde.
Risk-to-risk halo effect	Specific risk claims.	Specific disease risks not stated in claim.	Claim describing reduced risk of lung cancer inferred to mean reduced risk of heart disease.
Exposure-to-risk halo effect	Exposure claims (specific or general).	Disease risks (specific or general).	Claim describing reduced exposure to carbon monoxide inferred to mean reduced risk of lung cancer
Risk-to-exposure halo effect	Risk claims (specific or general).	Exposures (specific or general).	Claim describing reduced risk of lung cancer inferred to mean reduced exposure to carbon monoxide.
Exclusive-to-dual use halo effect	Claims describing benefits (exposure or risk) of completely switching from one product (eg, cigarettes) to the MRTP.	Partial switching/dual use.	Claim stating that switching completely from cigarettes to MRTP will reduce risk of lung cancer inferred to mean that partially switching also reduces lung cancer risk.
Similar product halo effect	Claims for a single product that has rival products in the same product category or similar products in a different category.	Competing brands within the same product category or similar products in a different category that have not been authorised to make the MRTP claim.	Claim describing reduced exposure benefits of IQOS inferred to mean that Glo, a competing heated tobacco product, also has reduced exposure benefits.
Brand halo effect	Claims for a single product that shares branding with products in other product categories, or the same product category.	Product with same brand name within a different product category or same product category that has not been authorised to make the MRTP claim.	Reduced risk claim for Camel Snus is inferred to mean that Camel cigarettes are also reduced risk.

MRTP, modified risk tobacco product.