Awareness and Perceived Risk of Heated Tobacco Products

Objectives: Heated tobacco products (such as IQOS) and e-cigarettes have been introduced and advertised in a variety of ways despite inconclusive evidence regarding their safety and benefit for smoking cessation. In this study, we examine the awareness, use, and perceived risk of these products among recent smokers. Methods: In 2017, we conducted an online survey of 727 current and recent smokers in Ontario. We asked participants about their awareness, use, and perceived risk of heated tobacco products and e-cigarettes. Results: Among respondents, 10% were aware of heated tobacco products, and 3% had ever used them. Compared to non-e-cigarette users, e-cigarette users were more likely to agree with statements that heated tobacco is less harmful than regular cigarettes, e-cigarette use is less harmful than regular cigarettes, and both products can help smokers stop smoking regular cigarettes. Conclusions: Respondents who used e-cigarettes were more likely to have positive perceptions about heated tobacco and may be more susceptible to the marketing of these products. It is important to monitor the use of multiple nicotine products to inform policies and programming for these products.