Our smoke-free products have the potential to present less risk of harm for individual smokers who fully switch and to reduce harm for the population as a whole. In order to determine the likely effect that they would have on the population, it is important to understand how our smoke-free products are perceived and how users will behave with those products.
Communication is key
It is important for consumers to understand that our smoke-free products are not risk-free. They are designed and intended for adult smokers who would otherwise continue to smoke. These products are not for never-smokers or ex-smokers. Therefore, effective communication directed to current smokers is crucial. As explained in the "Understanding how to achieve risk reduction" section, only if current smokers fully switch to smoke-free products, can the greatest positive impact on population health be achieved.
We conducted several survey- and questionnaire-based studies to investigate the effect of introducing smoke-free products on:
1. Tobacco use behavior amongst adult smokers
2. Tobacco use initiation amongst adult non-smokers
3. Consumer understanding of product messages and perception of risks
You can read our scientific posters and presentations to learn about the most up-to-date results.
Smoke-free products have been designed to achieve a reduction in the harm that smoking causes. They are intended only for adult smokers who would otherwise continue using tobacco or nicotine. They are not intended for smokers who have quit tobacco and nicotine, or for those who have never used cigarettes or other tobacco products. Moreover, these products should not be used as a cessation device.