Impact of exposures to Heated Tobacco Products in the media and through social connections on product perceptions and use

Lorien C Abroms; Zongshuan Duan; Yael Bar-Zeev; Yuxian Cui; Yan Wang; Cassidy R LoParco; Amal Khayat; Hagai Levine; Carla J Berg

doi:10.18332/tpc/187246

Impact of exposures to Heated Tobacco Products in the media and through social connections on product perceptions and use

Tob Prev Cessat. 2024 May 10:10. doi: 10.18332/tpc/187246. eCollection 2024.

Authors

Lorien C Abroms¹, Zongshuan Duan², Yael Bar-Zeev³, Yuxian Cui¹, Yan Wang¹, Cassidy R LoParco¹, Amal Khayat³, Hagai Levine³, Carla J Berg^{1

4}

Affiliations

¹ Department of Prevention and Community Health, Milken Institute School of Public Health, George Washington University, Washington, DC, United States.
² Department of Population Health Sciences, School of Public Health, Georgia State University, Atlanta, GA, United States.
³ Braun School of Public Health and Community Medicine, Faculty of Medicine, The Hebrew University of Jerusalem and Hadassah, Jerusalem, Israel.
⁴ The George Washington University Cancer Center, George Washington University, Washington, DC, United States.

Abstract

Introduction: Little is known about media exposures to heated tobacco products (HTPs). In this study, we examined sources of HTP exposure, including from paid and unpaid media and social connections, in relation to HTP use and use intentions.

Methods: In the fall of 2021, we conducted a cross-sectional survey among adult online panelists (aged 18-45 years) in the US and Israel, oversampling tobacco users. The current study analyzed data from participants who responded to the question about HTP awareness or use (n=2061). Multivariable linear and logistic regression analyses examined the relationship between sources of HTP exposure, HTP use, and use intentions.

Results: Among those aware of HTPs, both Israelis and Americans reported past-month HTP media exposure via advertisements (58.2% vs 48.0%), non-advertisement sources (49.7% vs 30.7%), and social connections (51.5% vs 33.6%), respectively. Factors associated with HTP awareness (n=677/2061; 32.9%) included media use frequency (AOR=1.13; 95% CI: 1.01-1.28) and social connections using HTPs (AOR=2.45; 95% CI: 1.92-3.15). Among those aware of HTPs, past-month HTP exposure via digital media advertisements (AOR=2.06; 95% CI: 1.09-3.91) and non-advertising promotion via radio, podcast, movie, television or theatre (AOR=2.30; 95% CI: 1.19-4.44) and websites (AOR=2.36; 95% CI: 1.32-4.21) were associated with current HTP use. Exposure to digital media advertisements (β=0.35; 95% CI: 0.07-0.62) and non-advertising promotion via social media (β=0.62; 95% CI: 0.34-0.91) were correlated with higher use intentions. Having social connections using HTPs was correlated with higher use (AOR=2.21; 95% CI: 1.19-4.11) and intentions (β=0.66; 95% CI: 0.42-0.91). No significant differences were found across countries.

Conclusions: Digital media (e.g. online, social media) were particularly salient correlates of HTP intentions and use. Future studies are needed that further examine media exposures to these products, as well as that examine possible regulations to limit HTP promotion via these channels.

Keywords: IQOS; advertising; heated tobacco product; media; promotions; tobacco.

Grants and funding

FUNDING This work was supported by the US National Cancer Institute (R01CA239178, MPIs: Berg, Levine).