ArticleTobacco control2018
Light and mild redux: heated tobacco products' reduced exposure claims are likely to be misunderstood as reduced risk claims.
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 41 papers.
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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.
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Who cites it
41 citing papers in PubMed.
- 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
- Blood Pressure and Salivary Cotinine Levels in Young Adults Using Heated Tobacco Products: A Case-Control Study in Poland.Healthcare (Basel, Switzerland) · 2026Article
- Switching from cigarette use to dual use with heated tobacco products and severe periodontitis risk.Frontiers in oral health · 2026Article
- Switching from cigarettes to IQOS: the relative importance of IQOS-associated reward, reinforcement and abstinence relief.Tobacco control · 2025Article
- Evaluation of Morphology and Biochemical Parameters of Young Adults Using Heated Tobacco Products in Poland: A Case-Control Study.Journal of clinical medicine · 2025Article
- Prevalence and patterns of electronic cigarette and heated tobacco product use among Italian adults in 2024: A cross-sectional study.Tobacco prevention & cessation · 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
- Heated tobacco product marketing: a mixed-methods study examining exposure and perceptions among US and Israeli adults.Health education research · 2024Article
- Impact of smoking intensity and device cleaning on IQOS emissions: comparison with an array of cigarettes.Tobacco control · 2024Article
- Heated tobacco products- well known or well understood? A national cross-sectional study on knowledge, attitudes and usage in Pakistan.BMC public health · 2024Article
- The role of IQOS risk perceptions on cigarette smoking behaviours: results from a prospective pilot study.Tobacco control · 2024Article
- Impact of exposures to Heated Tobacco Products in the media and through social connections on product perceptions and use.Tobacco prevention & cessation · 2024Article
- Comparison of emissions across tobacco products: A slippery slope in tobacco control.Tobacco induced diseases · 2024Review
- Corporate communication of the relative health risks of IQOS through a webchat service.Tobacco control · 2023Article
- Differences in demographics and behaviors across two web-based survey platforms: Observations from a study of risk perceptions of heated tobacco products (HTPs).Preventive medicine reports · 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
- Understanding Determinants of Electronic Cigarette and Heated Tobacco Product Use among Young Adults in Lebanon: Prevention and Policy Implications.International journal of environmental research and public health · 2023Article
- Heated Tobacco Products: Awareness, Beliefs, Use and Susceptibility among US Adult Current Tobacco Users, 2021.International journal of environmental research and public health · 2023Article
- Perceptions of Nicotine Reduction Policy in the United States: A Qualitative Study.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2022Article
Corrections and comments
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Authors and funding
3 authors.
Funding
Abstract
introductionHeated tobacco products (HTPs) are being marketed in several countries around the world with claims that they are less harmful than combusted cigarettes, based on assertions that they expose users to lower levels of toxicants. In the USA, Philip Morris International (PMI) has submitted an application to the Food and Drug Administration (FDA) in 2016 seeking authorisation to market its HTPs, IQOS, with reduced risk and reduced exposure claims.
methodsWe examined the PMI's Perception and Behavior Assessment Studies evaluating perceptions of reduced risk claims that were submitted to the FDA and made publicly available.
resultsQualitative and quantitative studies conducted by PMI demonstrate that adult consumers in the USA perceive reduced exposure claims as reduced risk claims.
conclusionThe data in the PMI modified risk tobacco product IQOS application do not support reduced risk claims and the reduced exposure claims are perceived as reduced risk claims, which is explicitly prohibited by the FDA. Allowing PMI to promote IQOS as reduced exposure would amount to a legally sanctioned repeat of the 'light' and 'mild' fraud which, for conventional cigarettes, is prohibited by the US law and the WHO Framework Convention on Tobacco Control.
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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.