Awareness and Use of 'Heat-not-burn' Tobacco Products in Great Britain

Brose, Leonie S.; Simonavičius, Erikas; Cheeseman, Hazel

doi:10.18001/trs.4.2.4

Cited by 51 publications

(52 citation statements)

References 13 publications

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“…Take the case of e-cigarettes and youth,17 especially the recent example of JUUL,8 18–20 where misperceptions of harm have been cited as leading reasons behind the still burgeoning rates of initiation and continued use especially among youth 11 21–25. Public health researchers are concerned that as with e-cigarettes, youth who would otherwise have remained nicotine-naïve could initiate tobacco using IQOS,14 use IQOS along with other tobacco products (as shown by reports of the IQOS experiences in Japan,26 Korea,27 Italy28 and Great Britain)29 and progress to cigarette smoking 30 31. Finally, the novel device technology may entice youth to use IQOS, as it has with e-cigarettes32–35; exacerbating this concern is the fact that IQOS are sold in youth-appealing Apple-like ‘boutiques’,36 37 where packaging for the charging and heating units do not have explicit warning labels as these components (compared with the tobacco sticks used with the devices) do not contain nicotine.…”

Section: Discussionmentioning

confidence: 99%

PMI’s heated tobacco products marketing claims of reduced risk and reduced exposure may entice youth to try and continue using these products

2020

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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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Section: Discussionmentioning

confidence: 99%

PMI’s heated tobacco products marketing claims of reduced risk and reduced exposure may entice youth to try and continue using these products

2020

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“…A study investigating awareness and use of heat-not-burn products was also conducted in Europe, Great Britain [17]. According to its results, about 9% of adult citizens reported being aware of heat-not-burn products in a national survey.…”

Section: Public Health Issuesmentioning

confidence: 99%

Heat Not Burn Tobacco Product—A New Global Trend: Impact of Heat-Not-Burn Tobacco Products on Public Health, a Systematic Review

Ratajczak

Jankowski

Strus

et al. 2020

IJERPH

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Introduction: The use of heat-not-burn tobacco products (HnB) is being adopted increasingly as an alternative to smoking combusted products, primarily cigarettes. Substantial controversy has accompanied their marketing and use in the public health context. In this study, we aimed to consider the probable impacts of HnB tobacco products use on public health. Methods: In May 2019, we conducted a systematic review of 15 studies concerning awareness and use of IQOS (abbrv. I Quit Ordinary Smoking) selected from three databases: Cochrane, PubMed, and Embase regarding public health. Results: All key outcomes varied by smoking status: more young adults who were currently smoking reported being aware of, interested in trying, and prone to trying heat-not-burn tobacco products. Interest in trying HnB products was also present among non-smokers, which raises concerns regarding new smokers. Interestingly, susceptibility to trying IQOS (25.1%) was higher than for traditional cigarettes (19.3%), but lower than for e-cigarettes (29.1%). Conclusions: Present studies suggest that HnB tobacco products have the potential to be a reduced risk product for public health compared to conventional cigarettes, considering indirectly the potential effects on the chronic diseases which are traditionally linked to traditional cigarette use as well as second hand exposure, but further studies are needed to determine whether this potential is likely to be realized. The process of HnB tobacco products becoming increasingly popular is of a global scale. Only small differences between countries on different continents regarding popularity and use of HnB tobacco products have been reported.

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“…Prevalence of IQOS use in the UK is uncertain. One study estimated overall HTP use at 0.82%; however, the measure used may have been problematic 8. IQOS advertising appears in the UK, but HEETS advertising does not.…”

Section: Introductionmentioning

confidence: 99%

Factors that influence smokers’ and ex-smokers’ use of IQOS: a qualitative study of IQOS users and ex-users in the UK

et al. 2020

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BackgroundOne of the most widely available heated tobacco products is IQOS by Philip Morris International. However, there is a lack of independent research exploring IQOS initiation and subsequent use among smokers and ex-smokers.AimsTo (1) explore the reasons why smokers and ex-smokers use and continue/discontinue IQOS and (2) consider implications for future research and policy.ParticipantsAdult (18+) current (n=22) and ex-users (n=8) of IQOS who either currently smoked or quit smoking in the last 2 years.MethodsQualitative interview study in London, UK.ResultsSix main factors influenced initiation and use of IQOS: (1) Health—wanting to reduce/quit smoking and perceptions of reduced harm (while understanding IQOS was not risk-free). Branded packaging, absence of pictorial warnings and physical health improvements conveyed reduced harm. (2) Financial—including high start-up costs, but cheaper ongoing costs than smoking. (3) Physical—mixed views on enjoyment and satisfaction. Sensory experiences influenced use including discreetness, cleanliness, reduced smell and tactile similarities relative to combustible cigarettes. (4) Practical—issues of accessibility, shortcomings with maintenance/operation limited ongoing use, whereas use in smoke-free places increased use. (5) Psychological—similarities in rituals and routines, although new practices developed to charge and clean; some liked trailblazing new technology. (6) Social—improved social interactions from using IQOS instead of smoking, but with more limited shared social experiences for some.ConclusionFor some, IQOS facilitated smoking substitution. Factors such as packaging, labelling, risk communication, price and smoke-free policies appear to influence initiation and use.

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Awareness and Use of 'Heat-not-burn' Tobacco Products in Great Britain

Cited by 51 publications

References 13 publications

PMI’s heated tobacco products marketing claims of reduced risk and reduced exposure may entice youth to try and continue using these products

PMI’s heated tobacco products marketing claims of reduced risk and reduced exposure may entice youth to try and continue using these products

Heat Not Burn Tobacco Product—A New Global Trend: Impact of Heat-Not-Burn Tobacco Products on Public Health, a Systematic Review

Factors that influence smokers’ and ex-smokers’ use of IQOS: a qualitative study of IQOS users and ex-users in the UK

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