"Tobacco-free" Nicotine Pouches: Risk Perceptions, awareness, Susceptibility, and Use among Young adults in the United States.

Introduction:
This text summarizes a research study that examines the perceptions and use of tobacco-free nicotine (TFN) pouches among young adults in the United States. The study aims to understand how the label "tobacco-free" affects product risk perceptions and appeal.

Key Points:

* The study surveyed 630 young adults (18-25 years old) to assess their awareness, susceptibility, and use of TFN pouches.
* Participants were informed that TFN pouches contain synthetic nicotine as opposed to tobacco-derived nicotine.
* The study also compared product perceptions for TFN versus tobacco-derived nicotine pouches.
* Young adults who were aware of, susceptible to, or had used TFN pouches were more likely to perceive TFN pouches as less harmful or otherwise better than tobacco-derived nicotine pouches.
* The study controlled for demographic characteristics, use of various nicotine products, and product perceptions.
* Young adults who had used smokeless tobacco were more likely to report hearing about, being susceptible to, or using TFN pouches.
* Males were more likely than females to report ever hearing about, being susceptible to, or using TFN pouches.

Main Message:
The study suggests that the descriptor "tobacco-free" on nicotine pouch packaging and advertising may impact risk perceptions and product appeal. While no direct relationship was observed between TFN perceptions and TFN pouch use, perceptions remained related to product awareness and susceptibility, which may be linked to future use. Continued surveillance is needed to fully determine how the term "tobacco-free" on product packaging and advertising impacts longitudinal public health outcomes. Restricting the term "tobacco-free" may become necessary if it inaccurately reduces product risk perceptions or increases product appeal.

Morean, M. E., Bold, K. W., Davis, D. R., Kong, G., Krishnan-Sarin, S., & Camenga, D. R. (2023). “Tobacco-free” Nicotine Pouches: Risk Perceptions, awareness, Susceptibility, and Use among Young adults in the United States. Nicotine & Tobacco Research: Official Journal of the Society for Research on Nicotine and Tobacco, 25(1), 143–150. https://doi.org/10.1093/ntr/ntac204