Smokers' and e-cigarette users' perceptions of modified risk warnings for e-cigarettes.

Area of Science:

• Public Health
• Tobacco Control
• Risk Communication

Background:

• The Family Smoking Prevention and Tobacco Control Act allows modified risk tobacco product applications.
• Limited research exists on communicating comparative tobacco risks and their interpretation.

Purpose of the Study:

• To qualitatively examine perceptions of potential modified risk statements for e-cigarettes.
• To understand how consumers interpret comparative risk messages on e-cigarette warning labels.

Main Methods:

• Conducted six focus groups with 27 adult e-cigarette users and cigarette-only smokers.
• Evaluated two versions of modified risk warning statements for e-cigarettes.

Main Results:

• Participants believed e-cigarettes are safer than cigarettes but were skeptical of warning labels.
• "Substantially lower risks" phrasing was perceived as misleading and difficult to understand.
• An alternative warning was considered stronger and more specific by some participants.

Conclusions:

• Modified risk messages for e-cigarettes can influence perceptions and product use.
• Further research is needed on message framing, wording, and placement for optimal public health impact.
• Clearer communication is essential to maximize benefits and minimize harms associated with modified risk claims.