Trial reportTobacco control2020
PMI's heated tobacco products marketing claims of reduced risk and reduced exposure may entice youth to try and continue using these products.
Trial report in Tobacco control, 2020. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 28 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
28 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
- Review
- Public support for tobacco endgame policies in South Korea: Findings from the 2020 International Tobacco Control Korea Survey.Tobacco control · 2025Article
- Qualitative Examination of US and Israeli Adults' Perceptions of IQOS Advertising Messages: Modified Exposure and Risk Statements, US FDA Endorsement, and Health Warnings.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2025Article
- Perceptions of Heated Tobacco Products (HTPs) Versus Cigarettes and e-Cigarettes in Relation to Likelihood of Trying HTPs or Suggesting HTPs to Those who Smoke Cigarettes.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2024Article
- Heated tobacco product marketing: a mixed-methods study examining exposure and perceptions among US and Israeli adults.Health education research · 2024Article
- Cytotoxic effects of the cigarette smoke extract of heated tobacco products on human oral squamous cell carcinoma: the role of reactive oxygen species and CaMKK2.The journal of physiological sciences : JPS · 2024Article
- IQOS and cigarette advertising across regulatory periods and population groups in Israel: a longitudinal analysis.Tobacco control · 2024Article
- PMI's IQOS and cigarette ads in Israeli media: a content analysis across regulatory periods and target population subgroups.Tobacco control · 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
- 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 pass-through of excise taxes to market prices of heated tobacco products (HTPs) and cigarettes: a cross-country analysis.The European journal of health economics : HEPAC : health economics in prevention and care · 2023Article
- IQOS Use and Interest by Sociodemographic and Tobacco Behavior Characteristics among Adults in the US and Israel.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
- Correlates of Perceptions, Use, and Intention to Use Heated Tobacco Products Among US Young Adults in 2020.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2022Article
- A Decision-Theoretic Public Health Framework for Heated Tobacco and Nicotine Vaping Products.International journal of environmental research and public health · 2022Article
- 'It's like if a vape pen and a cigarette had a baby': a mixed methods study of perceptions and use of IQOS among US young adults.Health education research · 2022Article
- Awareness and Use of Heated Tobacco Products Among Middle School and High School Students, United States, 2019-2020.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2022Article
- Use of Tobacco and Nicotine Products among Young People in Denmark-Status in Single and Dual Use.International journal of environmental research and public health · 2022Article
- The Kentucky SimSmoke Tobacco Control Policy Model of Smokeless Tobacco and Cigarette Use.International journal of health policy and management · 2022Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
3 authors.
Funding
Abstract
importancePhilip Morris International (PMI) is seeking Food and Drug Administration's (FDA) authorisation to market IQOS as a modified risk tobacco product and to make marketing claims of reduced risk and reduced exposure. Such claims may be misunderstood by youth, thereby increasing their risk for tobacco initiation.
objectiveTo assess youth (mean age 19.3, SD=1.7) understanding and perceptions of PMI's proposed consumer marketing claims of reduced risk and reduced exposure, we embedded a randomised controlled experiment into a survey of 450 California youth (April to August 2018). Participants were randomised to see 'reduced exposure', 'reduced risk' or neither claim. Perceptions of IQOS-related health risks and general harm and understanding of the term 'switching completely' as used in PMI's proposed claims were compared.
resultsMean expectancies to experience specific health risks did not differ by claim exposure. The reduced exposure group's perceptions of general harm did not differ from those of controls nor from the reduced risk group. The reduced risk group had the largest proportion who perceived IQOS as moderately/less harmful (n=78, 52%); controls the largest proportion perceiving IQOS as quite/extremely harmful (n=91, 63%). While 71% of the sample understood the term 'switch completely' correctly as used in the reduced risk (n=194, 71%) and reduced exposure (n=206, 72%) claims, more than 1 in 4 did not.
conclusionsFDA and other regulators must use caution when considering allowing claims of reduced risk or reduced exposure to appear on retail tobacco packaging. Youth misunderstand such claims, and misperceptions of harm are known to lead to tobacco-use initiation.
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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.