UK smokers' and ex-smokers' reactions to cigarettes promising reduced risk.
OBJECTIVE
This study evaluated the impact of exposure to information about a novel cigarette claiming to reduce exposure to tobacco toxins ('potential reduced exposure product' cigarette or PREP-C) on smokers' and ex-smokers' perceptions of PREP-C, on quit interest among smokers and on interest in resuming smoking among ex-smokers.


METHODS
A random digit-dialed telephone survey was conducted in the United Kingdom with 500 current smokers and 106 ex-smokers who had quit within the last 2 years.


METHODS
The interviewer described a novel cigarette that claimed to significantly reduce exposure to smoke toxins.


METHODS
Respondents' interest in purchasing the PREP-C, beliefs about its safety and risk reduction and smokers' quit interest, as measured by stage of change, before and after exposure to PREP-C information.


RESULTS
Among smokers, 76.5% were interested in purchasing PREP-C; interest did not vary by stage of change. Almost all smokers (90.6%) thought PREP-C was safer than regular cigarettes, with 5.4% indicating that the health risks were equivalent to not smoking at all. Exposure to PREP-C description did not change quit interest. Among ex-smokers, 5.6% believed PREP-C carried no health risk and 7.1% expressed purchase interest.


CONCLUSIONS
Smokers and ex-smokers interpreted claims of reduced toxin exposure as reduced health risk and responded positively towards PREP-Cs. With the increasing introduction of PREP-Cs world-wide, evaluation of these products and their claims on quitting among smokers and on relapse among ex-smokers is a matter of public health urgency.
Shiffman
Saul
S
Pinney Associates, Pittsburgh, PA 15213, USA. shiffman@pinneyassociates.com
Jarvis
Martin J
MJ
Pillitteri
Janine L
JL
Di Marino
Michael E
ME
Gitchell
Joe G
JG
Kemper
Katherine E
KE
D000328:Adult; D000329:Advertising; D001294:Attitude to Health; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing / Q000379:methods*; D008875:Middle Aged; D009538:Nicotine / Q000009:adverse effects*; D012307:Risk Factors; D040242:Risk Reduction Behavior; D012907:Smoking / Q000523:psychology*; D019460:Tobacco Industry; D006113:United Kingdom
D009538:Nicotine