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Effect of a Voluntary E-cigarette Warning Label on Risk Perceptions

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Objectives: To assess awareness of the voluntary, self-designed warning label on MarkTen brand e-cigarettes and whether exposure to the warning label influenced beliefs about e-cigarettes. Methods: A national convenience sample of 801 adult current cigarette smokers and dual users of traditional cigarettes and e-cigarettes was surveyed in November 2014 with respondents randomized to one of 2 conditions: MarkTen pack image with warning label or without warning label. Results: Cigarette smokers (aOR = 3.68, p < .01) and dual users (aOR = 2.97, p < .01) in the warning label condition were about 3 times more likely to agree that “MarkTen brand e-cigarettes contain dangerous chemicals” than those in the no warning label condition. Similarly, cigarette smokers and dual users were significantly more likely to agree that “MarkTen brand e-cigarettes are dangerous to your health” and “MarkTen brand e-cigarettes make people think about the health risks of tobacco use.” Conclusions: These results suggest that MarkTen's voluntary warning label on e-cigarettes was noticed by consumers and may influence perceptions about the dangers of these products.
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Document Type: Research Article

Publication date: January 1, 2016

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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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