Modified Risk Tobacco Products

In seeking an MRTP authorization one of the key areas that manufacturers need to address is the extent to which any modified risk claim appearing on their product packaging is likely to influence the purchase and use of their products. For regulators and public health bodies in general the worry is that any unjustified claim of reduced harm may result in the product being used by those who have either never smoked, those who are former smokers and those vulnerable populations including young people who should not be using the product at all. This is an area where behavioral research can make an important contribution exposing diverse population groups to examples of the kind of packaging and messaging that manufacturers are actively considering and identifying the likely impact of those messages on individuals assessments of the risk of harm associated with using the product and their likelihood of those individuals choosing the use the product on the basis of the packaging and messaging presented. For information on this kind of research contact:mckeganey@csures.com

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