RESEARCH: Nicotine and addiction warnings on e-cigarettes are likely to lead to fewer quit attempts. This is according to a UK study in which smokers and non-smokers reacted to alternative messages on e-cigarette packaging.
"A message about relative risks is more effective in encouraging quit attempts, without attracting non-smokers," the researchers write.
Nicotine addiction warnings on e-cigarette packaging look the same across the EU. This is also the case in the United Kingdom, which transposed the EU Tobacco Products Directive into law before its withdrawal in 2020. Since the withdrawal, health researchers have launched a review of the effectiveness of the Tobacco Products Directive in reducing smoking in relation to the harm reduction measures, which have also become part of the country's tobacco policy.
Comparing different messages
Now researchers at South Bank University looked at the impact of the EU-wide warnings on e-cigarette packs on potential consumers. Both smokers and non-smokers took part in the study, where different messages were presented to participants.
The researchers tested three different variants: the statutory message, an alternative message and no message at all.
The statutory message under the TPD has a focus on nicotine addiction sounds:
"This product contains nicotine which is a highly addictive substance"
The alternative message in the study included a comparison under the harm reduction principle:
"Using this product is much less harmful than smoking"
Nicotine warnings also deter smokers
Non-smokers who saw the message that is legal under the EU Tobacco Products Directive were more likely to perceive the risks and harmfulness of e-cigarettes than when they saw the alternative message. They were also less willing to try the product and less likely to accept the products in social settings.
The results for smokers were basically the same. This group was also less likely to use e-cigarettes in a future attempt to quit smoking when they saw the EU statutory message on addiction.
Harm reduction messages more effective
When participants saw the alternative message, the non-smokers' experience was similar to that of the EU message, except that social acceptance was slightly higher. Smokers, on the other hand, reacted differently, both in terms of risk perception and willingness to test the products. Significantly more said they would consider using e-cigarettes in a future attempt to quit smoking.
"The alternative message had a potentially higher harm reduction effect for smokers, compared to the tobacco discount message. However, it did not appear to increase the risk of non-smokers becoming more interested in e-cigarettes compared to the EU regulated message," the researchers write.
Want to reduce smoking
The UK government, with the support of the Public Health Agency, has decided to reduce smoking in the country to below 5% by 2030. To achieve this goal, the authorities are encouraging smokers to switch to less harmful nicotine sources, such as e-cigarettes. According to the UK Public Health Agency, switching from smoking to e-cigarettes dramatically reduces the risks of nicotine use.
More effective than nicotine medicines
The use of e-cigarettes has steadily increased in the country as smoking has dropped from 20% of the population 2011 to 11% in 2022, according to a report from British Public Health Agency. The development was recently confirmed by ongoing systematic evaluation where e-cigarettes have been shown to be significantly more effective in smoking cessation than traditional nicotine medicines. According to the authorities, e-cigarettes have become the most popular way to quit smoking in the country, at the expense of the use of nicotine replacement therapy. At the same time, the number of quit attempts has steadily increased.
The message matters
According to the researchers, changing the messages on e-cigarettes could further increase the uptake of e-cigarettes among smokers. This is in contrast to the EU Directive's messages, which seem to reduce uptake in the target group.
"The alternative message can become an effective harm reduction tool without increasing uptake among non-smokers," the researchers write in their summary.
A total of 2495 (1283 smokers and 1212 non-smokers) participated in the study at South Bank University.
Yes, there is a frightening ignorance that nicotine is some kind of carcinogenic drug when in fact it is the tar that is. And the carbon monoxide is what essentially causes heart attacks and strokes. Some stoners think, for example, that the smoke from burning cannabis is somehow different from that from burning tobacco, which it is not. Even there, it is very wise to get a vaporizer. Bizarrely, for example, a bar owner in Amsterdam is forbidden to allow cigarettes indoors, but perfectly OK with cannabis joints.
Best survey in a long time. As a smoker, warnings do not work. If it's better with tape, it would be good if someone said so. Otherwise, the only thing left is to drive cannabis. For the sake of your lungs.
Warnings are provocative. What is forbidden can be attractive to those of us with an addiction profile. Like an adventure. Not everything is rational. Nicotine patches are sterile and not very sexy. Which cig. is! You have to be addicted to something.