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Exploring the implications of modified risk claim placement in tobacco advertising

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Highlights • Some tobacco products like snus and e-cigarettes may pose lower health risks.• Modified risk (MR) claims perceived as coming from industry may have limited credibility.• In focus groups,… Click to show full abstract

Highlights • Some tobacco products like snus and e-cigarettes may pose lower health risks.• Modified risk (MR) claims perceived as coming from industry may have limited credibility.• In focus groups, MR claims inside warning labels were seen as from government.• MR claims within warnings seemed more trustworthy, but less noticeable for some.• This format may have unintended effects (e.g., reduced impact of actual warning).

Keywords: risk claim; exploring implications; implications modified; tobacco; modified risk

Journal Title: Preventive Medicine Reports
Year Published: 2021

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