Assessing comprehension and perceptions of modified-risk information for snus among adult current cigarette smokers, former tobacco users, and never tobacco users

INTRODUCTION: Snus, a low nitrosamine smokeless tobacco product, presents less risks to health than cigarettes. Effectively communicating such risk information could facilitate smokers switching completely to snus, thereby benefiting public health. METHODS: This study assessed comprehension and perceptions of modified-risk information regarding snus. Adult cigarette smokers, former tobacco users, and never tobacco users (N = 3,922) from a US internet panel viewed an advertisement stating that smokers who switched completely to snus could greatly reduce risk of lung cancer, respiratory disease, heart disease, and oral cancer. Respondents answered questions regarding the modified-risk information and rated perceived risks of snus relative to cigarettes and other smokeless tobacco products. RESULTS: Across the four diseases mentioned in the advertisement, most respondents (49.7%–68.6%, across tobacco user groups) understood that snus presents less risk than cigarettes but is not completely safe. Some indicated snus presents the same risk as cigarettes; this was highest for oral cancer (33.7%–42.02%) and lowest for lung cancer (15.4%–23.1%) and respiratory disease (15.6%–23.4%). Majorities understood snus is addictive (77.7%–87.9%), quitting all tobacco is the best option for smokers (83.6%–93.1%), and non-users of tobacco should not use snus (80.4%–87.8%). Only 2.1%–5.8% indicated smokers would receive a health benefit if they continued to smoke while using snus. CONCLUSIONS: The modified-risk information, conveying that snus presents less risk than cigarettes but is not completely safe, was understood by majorities of respondents. Differential risk beliefs across diseases suggest responses were shaped not only by the modified-risk information, but also by intuitions and pre-existing beliefs about tobacco products.