Qualitative Examination of US and Israeli Adults’ Perceptions of IQOS Advertising Messages: Modified Exposure and Risk Statements, US FDA Endorsement, and Health Warnings
Introduction:
This text summarizes a qualitative study examining US and Israeli adults' perceptions of IQOS advertising messages, focusing on reduced exposure versus reduced risk claims, FDA endorsement, and health warning labels (HWLs). The study aims to inform efforts to prevent potentially harmful misinterpretations and mitigate negative population-level impacts.
Key Points:
* IQOS received US Food and Drug Administration (FDA) authorization for "reduced exposure" ad claims, which are often misinterpreted.
* Participants perceived no difference between reduced risk versus exposure messages in IQOS ads, and many paraphrased messages using terms like "safer, " "healthier, " or "less harmful."
* Some believed certain messages demonstrated IQOS' social responsibility, and some perceived warnings in IQOS ads to promote IQOS.
* The study highlights the importance of monitoring harm reduction advertising messaging and taking actions to prevent consumer misinterpretations.
Main Message:
The text emphasizes the significance of analyzing consumer perceptions of tobacco product advertising, especially in the context of harm reduction messaging. Regulatory bodies must remain vigilant in monitoring such content and enforcing appropriate guidelines to prevent misleading claims and potential health risks. This study serves as a reminder of the need for clear, evidence-based communication to ensure public understanding and informed decision-making regarding tobacco product use.
Citation
Carla J Berg, Hagai Levine, Cassidy R LoParco, Yuxian Cui, Amal Khayat, Zongshuan Duan, Lorien C Abroms, Yan Wang, Yael Bar-Zeev, Qualitative Examination of US and Israeli Adults’ Perceptions of IQOS Advertising Messages: Modified Exposure and Risk Statements, US FDA Endorsement, and Health Warnings, Nicotine & Tobacco Research, Volume 27, Issue 6, June 2025, Pages 1083–1091, https://doi.org/10.1093/ntr/ntae266
Carla J Berg, Hagai Levine, Cassidy R LoParco, Yuxian Cui, Amal Khayat, Zongshuan Duan, Lorien C Abroms, Yan Wang, Yael Bar-Zeev, Qualitative Examination of US and Israeli Adults’ Perceptions of IQOS Advertising Messages: Modified Exposure and Risk Statements, US FDA Endorsement, and Health Warnings, Nicotine & Tobacco Research, Volume 27, Issue 6, June 2025, Pages 1083–1091, https://doi.org/10.1093/ntr/ntae266
