Analysis of on-pack messages for e-liquids: a discrete choice study

Area of Science:

• Public Health
• Behavioral Science
• Tobacco Control

Background:

• Policymakers aim to guide smokers toward electronic nicotine delivery systems (ENDS) while preventing non-smoker uptake.
• Research is needed to understand how risk communication messages affect ENDS appeal across different user groups.

Purpose of the Study:

• To examine the impact of reduced-risk messages on smoker appeal towards ENDS.
• To assess if increased-risk messages can decrease ENDS appeal among non-smokers, occasional, and former smokers.

Main Methods:

• An online discrete choice experiment was conducted with current smokers, occasional/former smokers, and ENDS-susceptible never-smokers.
• Participants evaluated ENDS based on information messages (reduced-risk vs. increased-risk), nicotine content, and flavor.
• Data were analyzed using multinomial logit regression and adjusted latent class analysis.

Main Results:

• Reduced-risk messages increased ENDS appeal for one segment of smokers but decreased it for another.
• Among all smokers, reduced-risk messages were more appealing than a standard addiction warning.
• Increased-risk messages decreased preference for ENDS among occasional/former smokers and susceptible never-smokers.

Conclusions:

• On-pack relative-risk messages can encourage smokers to transition to ENDS.
• Increased-risk messages may deter ENDS use among susceptible non-smokers, occasional, and former smokers.
• Tailored communication strategies are essential to address heterogeneity among diverse user groups.