an alternative reduced risk message stating, “use of this product is much less harmful than smoking” was found to minimise perception of harm in smokers only.
This message increased smokers intention to purchase and use e-cigarettes, but not non-smokers.
The authors wrote: “Because current (EU) messages focus on the absolute risks of nicotine use, they may actually deter use in smokers and undermine the potential of e-cigarettes to assist a change in smoking behaviour.
”Whilst reducing appeal amongst non-smokers is clearly desirable, effective health messaging should communicate risks without discouraging smokers.“
Lynne Dawkins, professor of nicotine and
tobacco studies at LSBU, who led the research, added: ”Ultimately, if more smokers switch to e-cigarettes, there will be fewer smoking-related deaths and diseases.“
