Summary
The study conducted by Amelia Greiner Safi and her team at Cornell University examines the communication of uncertainty in health-related warnings, using the example of e-cigarette labels. The research highlights three types of uncertainty in the warnings and their impact on different audiences.
1. Linguistic uncertainty: The use of conditional language, such as "may," can be perceived as minimizing the harm and not definitive enough to prevent use, particularly among youth who have tried e-cigarettes.
2. Scientific uncertainty: The study emphasizes that even the most confident scientific findings have inherent uncertainty (similar to epistemic uncertainty), which can challenge communication in public health.
3. Reactions to uncertainty: The findings demonstrate that reactions to uncertainty vary, with some individuals and groups questioning the credibility of those communicating the warnings, while others perceive conditional language as downplaying the risks.
In the context of e-cigarette warnings, the research suggests that the way uncertainty is communicated can significantly impact the effectiveness of the messages, particularly among youth. The public health aims of deterring e-cigarette use might not be achieved if the warnings are perceived as minimizing the risks due to linguistic or scientific uncertainty.
Citation
Greiner Safi A, Kalaji M, Avery R, et al. Examining Perceptions of Uncertain Language in Potential E-Cigarette Warning Labels: Results from 16 Focus Groups with Adult Tobacco Users and Youth. Health communication. Published online January 30, 2023:1-22. doi:10.1080/10410236.2023.2170092
