The 13th World Conference on Tobacco OR Health

Objective: The introduction of potentially reduced exposure products (PREPs) is of great concern to the public health community in the absence of scientific evidence showing a reduction in harm. Smokers might lose their motivation to quit if they perceive that an alternative, safer smoking option exists with the PREPs. This study investigates how consumers interpret the health risks of Advance and Eclipse, based on published advertisements and information.

Methods: Date are from a sample of 177 smokers who were shown published advertisements for Advance and Eclipse and were asked to assess their toxin content and health risks, as well as their usefulness for quitting.

Results: On average, respondents rate toxin levels of PREPs to be about half that of a regular cigarette and the health risks to be about 40% lower. Advance was seen as significantly less risky than Eclipse. Nearly 60% of the smokers we interviewed believe that they will be exposed to fewer chemicals in PREPs than in regular cigarettes, and approximately half of them believe that PREPs would be useful in quitting smoking. Most importantly, 60% of our respondents said that they were very or somewhat likely to switch to one of the PREPs if they were priced right and tasted good. It seems that the concerns of the public health community are reasonable -- many viewers of the PREPs advertisements appear to believe the message that these are healthier, or at least less risky, cigarettes and express interest in trying them.