Perception and behavior studies are critical to predicting smoke-free product impacts on population health
A person’s decision whether to use a smoke-free product is partly based on their perception of the risks of the product. We aim to make it clear in our product communications that quitting is the best way to reduce smoking-related health risks, and that smoke-free products are only for adult smokers who would otherwise continue to smoke. Our perception and behavior assessments for our Tobacco Heating System (THS) show that we are taking the right approach. Our product claims and risks, which are based on our robust aerosol, toxicology, and clinical assessments, are properly understood by smokers and nonsmokers alike. Our continued assessment of product use after the launch of THS has supported our pre-market assessment.
We will continue to observe product use patterns in countries where THS and any other of our smoke-free products are available. The longer a smoke-free product is on the market, the more opportunity there is to observe the impact that the product has in the countries where it is available. In our long-term assessment of smoke-free products, we gather real-world data on our products alongside our own studies with the aim to demonstrate that our smoke-free products can benefit public health.
Jump to a specific result from our perception and behavior studies on THS: