Impact of Claims on Behavioral Intentions and Risk Perceptions for Nicotine Pouches

Objectives: In this study, we evaluated behavioral intentions and risk perceptions of on!^® nicotine pouches in the context of modified risk claims among adult tobacco users and nonusers. Methods: Study 1 included adults age 21+ (N=4,060) who currently smoked cigarettes (AS), used other tobacco products, or formerly/never used tobacco. Study 2 included adults ages 18‐20 (N=611) who were past 30‐day tobacco users/nonusers. We randomized participants to view promotional materials with or without modified risk claims and complete pre‐ and post-test surveys. Results: Claim exposure yielded higher intentions to try and use among AS, whereas intentions remained low among nonusers and those age 18‐20. Although claim exposure yielded lower risk perceptions of nicotine pouches (but not other tobacco products) among AS and nonusers, participants correctly indicated that using nicotine pouches is not harm-free and carries negative health outcomes, regardless of claim exposure. Conclusions: Modified risk claims may enhance understanding of harm reduction potential and promote switching to nicotine pouches among AS.