Trial reportTobacco control2022
Effects of modified risk tobacco product claims on consumer comprehension and risk perceptions of IQOS.
Trial report in Tobacco control, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 19 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
19 citing papers in PubMed, 26 citations in OpenAlex.
- How Do Behavioral Framing, Linguistic Certainty, and Target Specification Impact Responses to Vaping Prevention Messages?Journal of health communication · 2024Trial
- Investigation of Differences in Tobacco Use Language Between Groups: Corpus-Assisted Analysis.JMIR infodemiology · 2026Article
- Heated tobacco and cigarette smoke modulate CD4 + T cell activation and neuroinflammation in a context-dependent manner.Journal of neuroinflammation · 2026Article
- 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
- Perceived relative harm and addictiveness compared with cigarettes and intentions to use modified risk tobacco products utilizing FDA-authorized marketing claims among adults in the United States.Drug and alcohol dependence · 2024Article
- Heated tobacco product marketing: a mixed-methods study examining exposure and perceptions among US and Israeli adults.Health education research · 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
- The role of IQOS risk perceptions on cigarette smoking behaviours: results from a prospective pilot study.Tobacco control · 2024Article
- Heated tobacco product use frequency, smoking quit attempts, and smoking reduction among Mexican adult smokers.Tobacco induced diseases · 2024Article
- Health warning labels on heated tobacco products and their impact on use intentions and risk perceptions: a cross-sectional study of adult tobacco users in the US and Israel.Israel journal of health policy research · 2023Article
- IQOS Marketing Strategies and Expenditures in the United States From Market Entrance in 2019 to Withdrawal in 2021.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 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
- 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
- '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
- Perceived relative harm of heated tobacco products and electronic cigarettes and its association with use in smoke-free places: A cross-sectional analysis of Korean adults.Tobacco induced diseases · 2022Article
- 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
3 authors at 2 institutions in 1 country.
Funding
Abstract
introductionTobacco industry studies on consumers' perceptions of modified risk claims (MRCs) often had important omissions (eg, no control group, not investigating whether consumers understand what 'switching completely' means). This study examined the effects of IQOS MRCs on risk perceptions and behavioural intentions.
methodBased on tobacco companies' MRCs, we manipulated three MRC language features: explanation about 'switching completely' (absent vs present), number of diseases (single vs multiple) and language certainty (hypothetical vs certain). In an online experiment, we randomised 1523 US adult current smokers and 1391 young adult non-smokers to 1 of 9 conditions following a 2×2×2+1 control design. People reported their comprehension of 'switching completely', IQOS risk perceptions and behavioural intentions after message exposure.
resultsMore smokers exposed to MRCs that included an explanation about 'switching completely' (22.2%) (vs explanation absent (11.2%) and control (10.7%)) mentioned that 'switching completely' meant smoking 0 cigarettes. Compared with the control, several MRCs (eg, certain language) produced lower perceived risk of IQOS, including for diseases not mentioned in the MRCs. MRCs using certain and hypothetical language did not differ on any outcomes. MRCs highlighting reduced risk for a single disease and multiple diseases did not differ on any outcomes. MRCs did not influence behavioural intentions.
conclusionThe Food and Drug Administration should ensure that consumers understand what 'switching completely' means in an MRC and recognize that some language features may mislead consumers into believing that a product reduces the risk of diseases not mentioned in an MRC.
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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.