ArticleTobacco control2018
IQOS labelling will mislead consumers.
Article in Tobacco control, 2018. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 34 papers.
What it found
Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.
The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
34 citing papers in PubMed.
- Effect of a hypothetical modified risk tobacco product claim on heated tobacco product use intention and perceptions in young adults.Tobacco control · 2023Trial
- Effects of modified risk tobacco product claims on consumer comprehension and risk perceptions of IQOS.Tobacco control · 2022Trial
- PMI's heated tobacco products marketing claims of reduced risk and reduced exposure may entice youth to try and continue using these products.Tobacco control · 2020Trial
- Heated tobacco product aerosol emission compared to cigarette smoke: A scoping review.Toxicology reports · 2026Review
- Is it about substituting an addiction with another? development and initial psychometric properties of the first heated tobacco products addiction questionnaire (HeaTPAQ).Addiction science & clinical practice · 2025Article
- Young Adults' Attention to Reduced Exposure Claims in IQOS Advertising and Associations With Product Perceptions and Use Intentions.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2025Article
- Associations of Individual Characteristics and Socioeconomic Status With Heated Tobacco Product Harmfulness Perceptions in Japan: A Nationwide Cross-sectional Study (INFORM Study 2020).Journal of epidemiology · 2024Article
- Impact of FDA endorsement and modified risk versus exposure messaging in IQOS ads: a randomised factorial experiment among US and Israeli adults.Tobacco control · 2024Article
- The role of IQOS risk perceptions on cigarette smoking behaviours: results from a prospective pilot study.Tobacco control · 2024Article
- Corporate communication of the relative health risks of IQOS through a webchat service.Tobacco control · 2023Article
- Impact of different health warning label and reduced exposure messages in IQOS ads on perceptions among US and Israeli adults.Preventive medicine reports · 2023Article
- The portrayal of electronic cigarettes in Indonesia: a content analysis of news media.BMC public health · 2023Article
- Exposure to IQOS ads and reduced exposure claims, and association with perceived risk from COVID-19 on IQOS purchase and use intentions: results from a web-based survey.Frontiers in public health · 2023Article
- A Decision-Theoretic Public Health Framework for Heated Tobacco and Nicotine Vaping Products.International journal of environmental research and public health · 2022Article
- FDA's reduced exposure marketing order for IQOS: why it is not a reliable global model.Tobacco control · 2022Article
- Perceived harm of heated tobacco products, e-cigarettes, and nicotine replacement therapy compared with conventional cigarettes among ever and current heated tobacco users.Addictive behaviors reports · 2022Article
- United States Food and Drug Administration's authorization of reduced exposure claims for IQOSRevista panamericana de salud publica = Pan American journal of public health · 2022Article
- Awareness of heated tobacco products among US Adults - Health information national trends survey, 2020.Substance abuse · 2022Article
- Children and Parents' Awareness Regarding Potential Hazards Derived from the Use of Chemical Products in Greece.International journal of environmental research and public health · 2021Article
- IQOS Marketing in the US: The Need to Study the Impact of FDA Modified Exposure Authorization, Marketing Distribution Channels, and Potential Targeting of Consumers.International journal of environmental research and public health · 2021Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
8 authors.
Funding
Abstract
backgroundPhilip Morris International (PMI) continually expands and diversifies their nicotine product portfolio, which includes IQOS, a heated tobacco product. In December 2016, PMI filed a modified risk tobacco product (MRTP) application with the US Food and Drug Administration (FDA), seeking authorisation to market IQOS in USA with three claims of reduced harm: 'switching completely from conventional cigarettes to the
methodsWe critically reviewed study reports submitted to FDA by PMI in support of proposed marketing claims in its MRTP application for IQOS and focused on the statement that switching completely to IQOS reduces risk.
resultsWe found deficiencies with evidence provided by PMI supporting their assertions that: current smokers will understand what is meant by the phrase 'switching completely'; the proposed claims will not decrease smokers' intentions to quit; and IQOS users will in fact 'switch completely' from smoking cigarettes to using IQOS. The studies and measurement instruments employed by PMI suffer from design flaws and their reporting of associated findings is misleading.
conclusionConsumers will not understand the condition of the claims-that they must quit using cigarettes completely to achieve the inferred health benefits of IQOS. Rather, they are likely to misunderstand the unsupported claims of reduced risks to mean IQOS are harm-free.
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What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.