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Comparing Perceived Harm and Tobacco Regulations for Heat-not-burn Tobacco and Conventional Cigarettes

  • Health Communication Research
  • 2023, 22(2), pp.49-103
  • DOI : 10.24172/hcr.2023.22.2.49
  • Publisher : Korea Health Communication Association
  • Research Area : Social Science > Journalism and Broadcasting > Communication
  • Received : December 1, 2022
  • Accepted : June 19, 2023
  • Published : July 31, 2023

JUNGWON KIM 1 Jungyong Ahn 1 Yongjun Sung 1

1고려대학교

Accredited

ABSTRACT

Heat-not-burn tobacco, a novel tobacco product that involves steaming solids instead of burning like traditional cigarettes, has been experiencing a growing demand among consumers. However, concerns about its potential harm and the effectiveness of regulatory policies have arisen. Existing research has predominantly focused on scientific and political aspects, neglecting the perspectives of consumers who are both tobacco consumers and targets of regulation. Thus, this study aimed to explore perceptions of harm associated with various cigarette types and assess the efficacy of current tobacco regulation policies through in-depth interviews with smokers and non-smokers. Participants evaluated the harmfulness of heat-not-burn tobacco and traditional cigarettes based on smell, personal health experiences, and addiction potential, despite acknowledging the lack of scientific evidence. Furthermore, they deemed current tobacco regulation policies ineffective and expressed the need for purpose-driven policies based on objective grounds. This study provides valuable insights for policymakers and practitioners by offering a consumer-centric comparative analysis of different tobacco products and relevant regulatory policies.

Citation status

* References for papers published after 2022 are currently being built.