Assessing likelihood of product use for snus with modified-risk information among adult current cigarette smokers, former tobacco users, and never tobacco users. (December 2019)

• Record Type: Journal Article
• Authors: Gerlach, Karen; Shiffman, Saul; Battista, Deena; Polster, Michael; Curtin, Geoffrey
• Is Part Of: Addictive behaviors reports. Volume 10(2019)
• Publication Date: 2019-12
• Subjects: Likelihood of use -- Modified risk -- Snus -- Tobacco harm reduction; Compulsive behavior -- Periodicals; 616.8584
• DOI: 10.1016/j.abrep.2019.100208
• Languages: English
• ISSNs: 2352-8532

Abstract

Abstract: Introduction: Switching from cigarettes to snus by smokers unlikely to quit would be expected to benefit overall population health, with any potential benefit needing to be weighed against potential harms from snus use by tobacco non-users and smokers likely to quit. This study evaluates likelihood of snus use among tobacco users and non-users provided modified-risk information. Methods: An online sample of 11, 302 U.S. adults was randomized to view advertisements for snus that either provided modified-risk information or only described snus. Intent to purchase ratings were converted to projected purchase (use) rates using an empirically derived algorithm. Results: Projected product use for snus was significantly higher among current smokers than former or never tobacco users ( p < 0.0001) for both the modified-risk and control information. A significant interaction effect between information and tobacco user group ( p < 0.0001) indicated the modified-risk information differentially increased projected use among smokers (8.2% vs. 6.9%), with much lower projections for both the test and control information among former (1.2%) and never tobacco users (0.4%). Among never users, projected use was highest among those susceptible to smoking. These findings were generally similar for young adults, ages 18–24. Smokers expecting to quit who viewed modified-risk information had lower projected use (4.2%) than those not expecting to quit (8.7%). Conclusions: Results suggest that providing modified-risk information for snus is unlikely to increase use among those not using tobacco. Interest in snus was greatest among current smokers who would benefit by switching to snus as communicated in the modified-risk advertisement. Highlights: We tested the effect of communicating the reduced risk of snus compared to smoking. Such communication increased likely use of snus among smokers. Likely use of snus did not increase in never and former tobacco users. Projected use of snus was highest among smokers not likely to quit. Providing risk information is unlikely to cause harm and may confer benefits.