The 13th World Conference on Tobacco OR Health

Objective: The marketing of recent potentially reduced exposure products (PREPs) products reflects the current emphasis on reduced risk. Recent claims designed to appeal to smokers concerned about their health suggest that PREPs contain less toxins, smoke constituents, and cancer causing elements than traditional cigarettes. Adults' use of PREP products and the effects of marketing strategies for these products remain largely unexplored.

Methods: Focus groups were conducted to understand: what motivates adult smokers to try and use PREPs; their reactions to PREP print advertisements and promotional materials; and the potential of these materials to influence their use of PREPs.

Results: The majority of the participants learned about PREPs through advertisement or promotion, family, and friends; major reasons given for first trying PREPs were that the products were free or inexpensive, they wanted to stop smoking, they believed the product claims of fewer health risks, or they were curious; participants reported that the images and text in PREP product advertising and promotional materials would influence their decision to try PREPs; they believed the PREP ads were targeting smokers who are trying to quit or smokers who are health conscious; the technical information, accessories, and scientific or medical terminology was both intriguing and repelling for these participants; Although there are no explicit claims of serving as a cessation aid, smokers may view PREPS as a product that will aid in reducing their cigarette use or as an aid to quit.