Department of Internal Medicine, The Ohio State University, Columbus, Ohio, USA
Department of Psychiatry and Tobacco Center of Regulatory Science, University of Pennsylvania Perelman School of Medicine, Philadelphia, Pennsylvania, USA.
Tob Control. 2023 Jul;32(4):505-508. doi: 10.1136/tobaccocontrol-2021-056810. Epub 2021 Oct 29.
Heated tobacco products, including Marlboro IQOS, are available globally. In the USA, IQOS was authorised to be advertised with claims about reduced toxicant exposure relative to cigarettes. The effects of such modified risk claims and health warnings have not been studied among young adult cigarette smokers and non-smokers.
In 2020, US young adult (18-30 years, n=1328) cigarette smokers and non-smokers viewed an IQOS ad in a 4 (modified risk claim variations or none) by 3 (warning variations or none) between-subjects experiment. Outcome measures assessed perceived credibility and effectiveness of the health or risk message for discouraging IQOS use, perceived harms, efficacy beliefs, and IQOS use intentions.
Smokers reported significantly higher (p<0.05) perceived credibility, lower perceived effectiveness, higher efficacy beliefs about switching to IQOS and higher intentions to use IQOS than non-smokers. Among smokers, health warnings increased perceived credibility (p<0.001) and effectiveness (p<0.05), but claims did not affect outcomes examined. Among non-smokers, warnings and claims increased perceived credibility, and warnings increased perceived effectiveness (p<0.003). The reduced exposure claim increased non-smokers' intentions to use IQOS (b=0.40, 95% CI 0.07 to 0.73).
Among young adult smokers, health warnings increased perceived effectiveness at discouraging IQOS use and perceived credibility. Among non-smokers, warnings and claims increased perceived credibility and warnings increased perceived effectiveness, but the Food and Drug Administration-authorised reduced exposure claim increased intentions to use IQOS. Research is warranted to understand how the content of modified risk claims and health warnings for IQOS affects IQOS use in this population.
加热烟草产品，包括万宝路 IQOS，在全球范围内都有销售。在美国，IQOS 获准以与香烟相比减少有毒物质暴露的说法进行宣传。尚未研究此类修改风险声明和健康警告对年轻成年吸烟者和非吸烟者的影响。
2020 年，美国年轻成年人（18-30 岁，n=1328）吸烟者和非吸烟者在一项 4（修改风险声明变化或无）×3（警告变化或无）的被试间实验中观看了 IQOS 广告。结果衡量标准评估了劝阻使用 IQOS 的健康或风险信息的可信度和有效性、感知危害、疗效信念和 IQOS 使用意向。
吸烟者报告的可信度明显更高（p<0.05），对降低 IQOS 使用效果的有效性感知较低，对切换到 IQOS 的疗效信念较高，使用 IQOS 的意向较高，而非吸烟者则较低。在吸烟者中，健康警告提高了可信度（p<0.001）和有效性（p<0.05），但声明没有影响所检查的结果。在非吸烟者中，警告和声明提高了可信度，警告提高了有效性（p<0.003）。减少暴露的声明增加了非吸烟者使用 IQOS 的意向（b=0.40，95%CI 0.07 至 0.73）。
在年轻成年吸烟者中，健康警告提高了劝阻使用 IQOS 的有效性和可信度感知。在非吸烟者中，警告和声明提高了可信度，警告提高了有效性，但食品和药物管理局授权的减少暴露声明增加了使用 IQOS 的意向。有必要进行研究，以了解 IQOS 修改风险声明和健康警告的内容如何影响该人群对 IQOS 的使用。
