Perceptions of Alternative Tobacco Products, Anti-tobacco Media, and Tobacco Regulation among Young Adults: A Qualitative Study

Introduction:
This text is a qualitative study examining the perceptions of alternative tobacco products (ATPs), anti-tobacco messaging, and tobacco regulation among young adults. The study aims to explore how young adults interpret existing anti-tobacco media campaigns and their understanding of FDA regulations on ATPs.

Key Points:

* The study conducted semi-structured interviews with 60 young adult tobacco users.
* Participants reported low risk perceptions regarding ATPs, with cigarettes perceived as most harmful to health and most addictive.
* E-cigarettes and hookah were generally regarded as lowest risk.
* Many participants indicated that ATP risk information was limited or inaccessible and that most anti-tobacco campaigns were irrelevant to ATPs.
* Participants requested more research and dissemination of evidence regarding ATP risks and need for ATP regulation.
* The study also highlights the importance of addressing young adults' risk perceptions in anti-tobacco campaigns and the need for FDA regulations to protect young adults from potential risks associated with ATP use.

Main Message:
The study highlights the need for increased research, anti-tobacco campaigns, and regulation to address the known and potential risks of ATPs among young adults. Despite the fact that some ATPs may be less harmful than cigarettes, many young adults perceive these products as low risk, and existing anti-tobacco campaigns often lack focus on ATPs. The FDA's Deeming Regulation, which was announced in May 2016, is a critical step toward potentially altering risk perceptions of ATPs, but further research and regulation are necessary to protect young adults from potential risks associated with ATP use.

Getachew, Betelihem, Jackelyn B. Payne, Milkie Vu, Drishti Pillai, Jill Shah, Hagai Levine, and Carla J. Berg. “Perceptions of Alternative Tobacco Products, Anti-Tobacco Media, and Tobacco Regulation among Young Adults: A Qualitative Study.” American Journal of Health Behavior 42, no. 4 (July 1, 2018): 118–30. https://doi.org/10.5993/AJHB.42.4.11.