Risk perception of IQOS™ and cigarettes: Temporal and cross-country comparisons

Area of Science:

• Tobacco and Nicotine Research
• Public Health
• Risk Communication

Background:

• Risk perception significantly influences smokers' decisions regarding switching to smoke-free tobacco and nicotine products (TNP).
• Understanding the evolving perception of novel TNPs, such as IQOS, relative to traditional cigarettes is crucial for public health.
• This study focuses on temporal trends in health risk perception among current IQOS users.

Purpose of the Study:

• To assess the temporal trends in the health risk perception of IQOS compared to cigarettes among current IQOS users.
• To analyze how the relative risk perception of IQOS to cigarettes has changed over time in key markets.
• To inform risk communication strategies for novel TNPs.

Main Methods:

• Utilized repeated cross-sectional data from online surveys conducted in Germany, Italy, and Japan between 2016 and 2019.
• Included a random sample of adult current IQOS users sourced from local registers.
• Assessed health risk perceptions of cigarettes and IQOS using the ABOUT™-Perceived Risk instrument, calculating the relative risk perception (RP_Cig: IQOS ).

Main Results:

• The relative risk perception of IQOS to cigarettes decreased between 2018 and 2019.
• This decrease was driven by a significant increase in the perceived risk of IQOS over time in Italy and Japan.
• The perceived risk of cigarettes remained relatively stable during the study period.

Conclusions:

• The findings indicate a temporal decrease in the relative risk perception of IQOS compared to cigarettes, aligning with trends in smoke-free TNPs.
• Increased risk perception of IQOS suggests evolving user understanding or awareness.
• Continued surveillance of novel TNP risk perception is essential for effective public health communication and guiding smokers toward less harmful alternatives.