title: UK smokers' and ex-smokers' reactions to cigarettes promising reduced risk.
abstract: 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.
authors.affiliation: Pinney Associates, Pittsburgh, PA 15213, USA. shiffman@pinneyassociates.com
authors.forename: Saul
authors.initials: S
authors.lastname: Shiffman
authors.forename: Martin J
authors.initials: MJ
authors.lastname: Jarvis
authors.forename: Janine L
authors.initials: JL
authors.lastname: Pillitteri
authors.forename: Michael E
authors.initials: ME
authors.lastname: Di Marino
authors.forename: Joe G
authors.initials: JG
authors.lastname: Gitchell
authors.forename: Katherine E
authors.initials: KE
authors.lastname: Kemper
mesh_terms: 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
chemical_list: D009538:Nicotine