'95% less harmful'? Exploring reactions to quantitative modified risk claims for snus and e-cigarettes

Area of Science:

• Tobacco regulatory science
• Consumer behavior research
• Risk communication

Background:

• Consumers desire quantifiable harm reduction data for modified risk tobacco product (MRTP) messages.
• Limited research exists on consumer reactions to quantitative MRTP messages for e-cigarettes and smokeless tobacco.

Purpose of the Study:

• To examine consumer perceptions of quantitative MRTP messages for e-cigarettes and snus.
• To assess reactions to specific percentage-based harm reduction claims.

Main Methods:

• Conducted 12 focus groups (n=57) in the USA with current smokers and young adult non-smokers.
• Participants discussed messages quantifying harm reduction for e-cigarettes (95% less harmful) and snus (90% less harmful) compared to cigarettes.

Main Results:

• Messages were perceived as attention-grabbing and potentially convincing regarding reduced harm.
• Participants expressed skepticism about the accuracy and source of quantitative claims.
• Misunderstandings of claims were noted, with some finding specific wording confusing.

Conclusions:

• Quantitative MRTP claims can attract attention and persuade some audiences, especially from credible sources.
• Message developers must address potential skepticism, misunderstandings, and unintended consequences.
• Careful consideration of wording and source is crucial for effective and responsible risk communication.