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Related Experiment Video

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Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
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IQOS labelling will mislead consumers.

Karma McKelvey1, Lucy Popova2, Minji Kim3

  • 1Department of Pediatrics, Division of Adolescent Medicine, Stanford University School of Medicine, Palo Alto, California, USA.

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|August 31, 2018
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Summary

Consumers may misunderstand claims about switching completely to IQOS, a heated tobacco product. Evidence supporting reduced risk claims for IQOS is flawed, potentially leading users to believe it is harm-free.

Keywords:
advertising and promotionnon-cigarette tobacco productspackaging and labellingtobacco industry

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Area of Science:

  • Tobacco regulatory science
  • Consumer behavior research
  • Public health

Background:

  • Philip Morris International (PMI) applied for Modified Risk Tobacco Product (MRTP) status for IQOS in the US.
  • PMI proposed marketing claims of reduced harm for IQOS, including reduced disease risk and chemical exposure.
  • A key claim involves consumers 'switching completely' from conventional cigarettes to IQOS.

Purpose of the Study:

  • To critically evaluate PMI's evidence supporting IQOS marketing claims submitted to the US Food and Drug Administration (FDA).
  • To assess the validity of claims that switching completely to IQOS reduces health risks.
  • To investigate potential consumer misunderstanding of 'switching completely' and reduced risk claims.

Main Methods:

  • Critical review of study reports submitted by PMI for the IQOS MRTP application.
  • Focus on evidence related to the claim that complete switching to IQOS reduces risk.
  • Analysis of study design flaws and reporting of findings.

Main Results:

  • Deficiencies were found in PMI's evidence regarding consumer understanding of 'switching completely'.
  • Evidence did not adequately support claims that IQOS use would not decrease quitting intentions.
  • PMI's studies showed design flaws and misleading reporting of findings.
  • Consumers are likely to misunderstand the condition of complete cessation from cigarettes for IQOS's claimed benefits.

Conclusions:

  • Consumers may not understand that complete cessation from cigarettes is required for IQOS's claimed health benefits.
  • Misunderstanding of reduced risk claims may lead consumers to perceive IQOS as harm-free.
  • The evidence provided by PMI is insufficient to support their proposed marketing claims for IQOS.