Messages matter: The Tobacco Products Directive nicotine addiction health warning versus an alternative relative risk message on smokers' willingness to use and purchase an electronic cigarette

Journal article


Cox, S, Frings, D., Ahmed, R and Dawkins, L. (2018). Messages matter: The Tobacco Products Directive nicotine addiction health warning versus an alternative relative risk message on smokers' willingness to use and purchase an electronic cigarette. Addictive Behaviors Reports. 8, pp. 136-139.
AuthorsCox, S, Frings, D., Ahmed, R and Dawkins, L.
Abstract

Introduction: Many countries have now mandated warning labels on e-cigarette products. One example, the EU TPD health warning states, “This product contains nicotine which is a highly addictive substance. [It is not recommended for use by non-smokers]”. The impact of the EU TPD warning message on intentions to use, has not been explored within an EU population. Aims: Examine the effect of i) the TPD e-cigarette health warning and ii) an alternative relative risk message, on smokers' willingness to use, likelihood of purchase, and intention to use as a quit aid. Methods: Cross-sectional online study. Ninety-five smokers (55 males; 18–55 years old) were randomly allocated to one of three conditions and viewed ten individually presented e-cigarettes images with either no message, TPD message, or relative risk message. Participants rated i) willingness to use, and likelihood of: ii) purchase, iii) using in the next month, and iv) using in a quit attempt, before and after viewing the images. Results: For willingness to use and likelihood of purchase, ANCOVAs showed a significant main effect of Message Type (ps, < .05); ratings were lower in the TPD condition. Message type, however did not significantly change likelihood of using in the next month or using in a quit attempt. Conclusions: Preliminary findings suggest that the TPD e-cigarette health warning may reduce smokers' will- ingness to use and likelihood of purchasing an e-cigarette. Messages conveying reduced harm or indeed, no message at all, may be more effective in encouraging smokers to switch to these lower risk products.

KeywordsE-cigarettes; Smoking Nicotine; Health messages Health warning
Year2018
JournalAddictive Behaviors Reports
Journal citation8, pp. 136-139
PublisherElsevier
ISSN2352-8532
Digital Object Identifier (DOI)doi:10.1016/j.abrep.2018.09.006
Publication dates
Print21 Sep 2018
Publication process dates
Deposited25 Sep 2018
Accepted20 Sep 2018
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