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Open Access Awareness and Use of 'Heat-not-burn' Tobacco Products in Great Britain

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Objective: 'Heat-not-burn' tobacco products have recently come onto the market in several countries; existing research has been conducted mostly by the manufacturers. We aimed to estimate awareness and use in Great Britain. Methods: Data were derived from a national online survey of adults conducted in February–March 2017 (N = 12,696), weighted to be representative of the adult population in Great Britain. Awareness and use of heat-not-burn products were assessed using 2 question versions; combined figures were assessed by respondent characteristics using chi-square tests of independence and Cramer's V. Results: Combining the 2 question versions, 9.3% (95% CI: 8.8-9.8) reported awareness; this included 0.9% (95% CI: 0.8–1.1) who had tried or used the products in the past and 0.8% currently using (95% CI: 0.7–1.0). Use of heat-not-burn tobacco products differed (p ≤ .001) with age, sex, socioeconomic status, smoking, and e-cigarette use; however, the only association with at least a small effect was e-cigarette users reporting higher prevalence than non-users [χ2(9) = 674.1, p < .001; V = 0.133]. Conclusions: About 9% of adults in this national Great Britain survey reported being aware of heat-not-burn products, but less than 2% had ever tried them.
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Keywords: AWARENESS; HEAT-NOT-BURN; IQOS; PLOOM; POPULATION SURVEILLANCE; PREVALENCE; TOBACCO PRODUCTS

Document Type: Research Article

Publication date: 01 March 2018

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  • Tobacco Regulatory Science (Electronic ISSN 2333-9748) is a rigorously peer-reviewed online scientific journal for the dissemination of research relevant to the regulation of tobacco products. The journal content includes a broad array of research domains, including chemistry, biology, behavior, community, and population-level surveillance and epidemiology, as well as knowledge syntheses (eg, meta-analyses or state-of-the-art reviews) and analytic modeling. All articles describe the policy relevance of the research outcomes. Given the global nature of tobacco regulation, particularly as a result of international and national policies, Tobacco Regulatory Science publishes high quality research that is relevant to global regulatory needs and requirements. Tobacco Regulatory Science is published electronically 6 times per year.
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