{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,24]],"date-time":"2026-06-24T11:47:53Z","timestamp":1782301673916,"version":"3.54.5"},"reference-count":50,"publisher":"Oxford University Press (OUP)","issue":"7","license":[{"start":{"date-parts":[[2026,2,21]],"date-time":"2026-02-21T00:00:00Z","timestamp":1771632000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/academic.oup.com\/pages\/standard-publication-reuse-rights"}],"funder":[{"name":"Food and Drug Administration Center for Tobacco Products"},{"DOI":"10.13039\/100000054","name":"National Cancer Institute","doi-asserted-by":"publisher","award":["U54CA229973"],"award-info":[{"award-number":["U54CA229973"]}],"id":[{"id":"10.13039\/100000054","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,6,23]]},"abstract":"<jats:title>Abstract<\/jats:title>\n                  <jats:sec>\n                    <jats:title>Introduction<\/jats:title>\n                    <jats:p>We tested whether e-cigarette advertisements (ads) with a claim of reduced chemical exposure (RCE) and various brands impact e-cigarette-related perceptions among young people.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Methods<\/jats:title>\n                    <jats:p>A randomized, 2\u2009\u00d7\u20093 between-subjects experiment was embedded in a web-based survey of youth (ages 13-17) and young adults (ages 18-29) who smoke cigarettes (n\u2009=\u20091667) or who do not use tobacco (n\u2009=\u2009833). Participants viewed 1 of 6 e-cigarette ad conditions that varied according to 2 manipulated factors: RCE claim (present or absent) and e-cigarette brand (Logic Power, Vuse Vibe, or Njoy Ace). After viewing the ad, perceptions about the ad and the promoted e-cigarette product in the ad were assessed.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>We did not observe an e-cigarette brand effect or interactive effects between the two main factors on any outcomes. Among those who smoke, the RCE claim generated increased perceptions that the ad made them want to use (P\u00a0=\u2009.039) or completely switch to the e-cigarette (P\u00a0=\u2009.048). Among those who do not use tobacco, it led to elevated perceptions that the e-cigarette is less addictive than cigarettes (P\u00a0=\u2009.034) and intentions of using the e-cigarette compared to cigarettes (P\u00a0=\u2009.009).<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusion<\/jats:title>\n                    <jats:p>E-cigarette ads containing a RCE claim may be perceived as more effective in influencing product use and complete switching intentions among young people who smoke. While we did not observe such an effect among those who do not use tobacco, future efforts to promote e-cigarette MRTP claims should aim to limit exposure to such claims among this audience to mitigate the potential for unintended effects.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Implications<\/jats:title>\n                    <jats:p>This study demonstrates the potential influence of reduced chemical exposure (RCE) claims in advertisements (ads) for US Food and Drug Administration-authorized e-cigarette products among young adults who smoke, suggesting that such claims may enhance the perceived effectiveness of advertising. Although we found few significant effects among tobacco-na\u00efve youth and young adults, any efforts to promote e-cigarette RCE claims should aim to limit exposure to such claims among these young audiences to mitigate the potential for unintended effects. These results will be critical to understanding how RCE claims in e-cigarette ads may differentially shape e-cigarette-related perceptions and behaviors across young people of diverse tobacco-use groups.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1093\/ntr\/ntag040","type":"journal-article","created":{"date-parts":[[2026,2,20]],"date-time":"2026-02-20T12:41:17Z","timestamp":1771591277000},"page":"1247-1256","source":"Crossref","is-referenced-by-count":1,"title":["Assessing the impact of a reduced chemical exposure claim in advertisements for US Food and Drug Administration-authorized e-cigarette products among youth and young adults"],"prefix":"10.1093","volume":"28","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1797-5248","authenticated-orcid":false,"given":"Julia","family":"Chen-Sankey","sequence":"first","affiliation":[{"name":"Rutgers Institute for Nicotine & Tobacco Studies , New Brunswick, NJ 08901 ,","place":["United States"]},{"name":"Rutgers School of Public Health, Department of Health Behavior, Society, and Policy , Piscataway, NJ 08901 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Melissa","family":"Mercincavage","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine & Tobacco Studies , New Brunswick, NJ 08901 ,","place":["United States"]},{"name":"Robert Wood Johnson Medical School, Rutgers University , New Brunswick, NJ 08901 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0005-9859-8841","authenticated-orcid":false,"given":"Kathryn","family":"La Capria","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine & Tobacco Studies , New Brunswick, NJ 08901 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5767-7766","authenticated-orcid":false,"given":"Michelle","family":"Jeong","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine & Tobacco Studies , New Brunswick, NJ 08901 ,","place":["United States"]},{"name":"Rutgers School of Public Health, Department of Health Behavior, Society, and Policy , Piscataway, NJ 08901 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Andrew A","family":"Strasser","sequence":"additional","affiliation":[{"name":"Center for Interdisciplinary Research on Nicotine Addiction, Department of Psychiatry, University of Pennsylvania Perelman School of Medicine , Philadelphia, PA 19104 ,","place":["United States"]},{"name":"Annenberg School of Communication, University of Pennsylvania , Philadelphia, PA 19104 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9597-4307","authenticated-orcid":false,"given":"Cristine D","family":"Delnevo","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine & Tobacco Studies , New Brunswick, NJ 08901 ,","place":["United States"]},{"name":"Rutgers School of Public Health, Department of Health Behavior, Society, and Policy , Piscataway, NJ 08901 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Olivia A","family":"Wackowski","sequence":"additional","affiliation":[{"name":"Rutgers Institute for Nicotine & Tobacco Studies , New Brunswick, NJ 08901 ,","place":["United States"]},{"name":"Rutgers School of Public Health, Department of Health Behavior, Society, and Policy , Piscataway, NJ 08901 ,","place":["United States"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"286","published-online":{"date-parts":[[2026,2,21]]},"reference":[{"key":"2026062407021179800_ref1","doi-asserted-by":"publisher","first-page":"774","DOI":"10.15585\/mmwr.mm7335a3","article-title":"Notes from the field: E-cigarette and nicotine pouch use among middle and high school students \u2014 United States, 2024","volume":"73","author":"Park-Lee","year":"2024","journal-title":"Morb Mortal Wkly Rep"},{"key":"2026062407021179800_ref2","author":"The U.S. Food and Drug Administration Center for Tobacco Products","year":"2020"},{"key":"2026062407021179800_ref3","author":"The U.S. Food and Drug Administration Center for Tobacco Products","year":"2024"},{"key":"2026062407021179800_ref4","volume-title":"Key Substance Use and Mental Health Indicators in the United States: Results from the 2023 National Survey on Drug Use and Health","author":"Substance Abuse and Mental Health Services Administration","year":"2024"},{"key":"2026062407021179800_ref5","author":"CDC","year":"2025"},{"key":"2026062407021179800_ref6","author":"Health Canada","year":"2021"},{"key":"2026062407021179800_ref7","author":"The U.S. Food and Drug Administration Center for Tobacco Products","year":"2025"},{"key":"2026062407021179800_ref8","author":"National Academies of Sciences, Engineering, and Medicine","year":"2018"},{"key":"2026062407021179800_ref9","author":"United Kingdom Government"},{"key":"2026062407021179800_ref10","author":"The U.S. Food and Drug Administration Center for Tobacco Products"},{"key":"2026062407021179800_ref11","doi-asserted-by":"publisher","first-page":"e2223266","DOI":"10.1001\/jamanetworkopen.2022.23266","article-title":"Assessment of patterns in e-cigarette use among adults in the US, 2017-2020","volume":"5","author":"Boakye","year":"2022","journal-title":"JAMA Netw Open"},{"key":"2026062407021179800_ref12","doi-asserted-by":"publisher","first-page":"1824","DOI":"10.1001\/jama.2019.15331","article-title":"Prevalence of e-cigarette use among adults in the United States, 2014-2018","volume":"322","author":"Dai","year":"2019","journal-title":"JAMA."},{"key":"2026062407021179800_ref13","volume-title":"Section 911 of the Federal Food, Drug, and Cosmetic Act - Modified Risk Tobacco Products","author":"The U.S. Food and Drug Administration Center for Tobacco Products","year":"2023"},{"key":"2026062407021179800_ref14","volume-title":"Modified Risk Granted Orders","author":"The U.S. Food and Drug Administration Center for Tobacco Studies","year":"2024"},{"key":"2026062407021179800_ref15","doi-asserted-by":"publisher","first-page":"e69","DOI":"10.1136\/tc-2022-057639","article-title":"Impact of FDA endorsement and modified risk versus exposure messaging in IQOS ads: a randomised factorial experiment among US and Israeli adults","volume":"33","author":"Berg","year":"2024","journal-title":"Tob Control"},{"key":"2026062407021179800_ref16","doi-asserted-by":"publisher","first-page":"42","DOI":"10.1136\/tobaccocontrol-2021-056479","article-title":"Effect of a hypothetical modified risk tobacco product claim on heated tobacco product use intention and perceptions in young adults","volume":"32","author":"Chen-Sankey","year":"2023","journal-title":"Tob Control"},{"key":"2026062407021179800_ref17","doi-asserted-by":"publisher","first-page":"351","DOI":"10.1093\/ntr\/ntae195","article-title":"Young adults\u2019 attention to reduced exposure claims in IQOS advertising and associations with product perceptions and use intentions","volume":"27","author":"Mercincavage","year":"2025","journal-title":"Nicotine Tob Res"},{"key":"2026062407021179800_ref18","doi-asserted-by":"publisher","first-page":"435","DOI":"10.1093\/ntr\/ntad187","article-title":"Effects of modified risk tobacco product claims on consumer responses","volume":"26","author":"Seidenberg","year":"2024","journal-title":"Nicotine Tob Res"},{"key":"2026062407021179800_ref19","doi-asserted-by":"publisher","first-page":"505","DOI":"10.1136\/tobaccocontrol-2021-056810","article-title":"Effects of IQOS health warnings and modified risk claims among young adult cigarette smokers and non-smokers","volume":"32","author":"Mays","year":"2023","journal-title":"Tob Control"},{"key":"2026062407021179800_ref20","doi-asserted-by":"publisher","first-page":"733","DOI":"10.1136\/tc-2024-058651","article-title":"Effects of exposure to snus marketing with versus without modified risk tobacco product claims on snus use intention and perceived harm among young adults","volume":"34","author":"Whaley","year":"2024","journal-title":"Tob Control"},{"key":"2026062407021179800_ref21","doi-asserted-by":"publisher","first-page":"54","DOI":"10.1509\/jppm.15.024","article-title":"The impact of E-cigarette addiction warnings and health-related claims on consumers\u2019 risk beliefs and use intentions","volume":"36","author":"Berry","year":"2017","journal-title":"J Public Policy Mark"},{"key":"2026062407021179800_ref22","doi-asserted-by":"publisher","first-page":"iii31","DOI":"10.1136\/tobaccocontrol-2014-051718","article-title":"Effects of advertisements on smokers\u2019 interest in trying e-cigarettes: the roles of product comparison and visual cues","volume":"23 Suppl 3","author":"Pepper","year":"2014","journal-title":"Tob Control"},{"key":"2026062407021179800_ref23","doi-asserted-by":"publisher","first-page":"562","DOI":"10.18001\/TRS.4.1.3","article-title":"Effects of e-cigarette advertising messages and cues on cessation outcomes","volume":"4","author":"Jo","year":"2018","journal-title":"Tob Regul Sci"},{"key":"2026062407021179800_ref24","volume-title":"FDA Authorizes Marketing of IQOS Tobacco Heating System with \u2018Reduced Exposure\u2019 Information","author":"The U.S. Food and Drug Administration Center for Tobacco Products","year":"2020"},{"key":"2026062407021179800_ref25","doi-asserted-by":"publisher","first-page":"792","DOI":"10.1093\/ntr\/nty076","article-title":"Effects of e-cigarette health warnings and modified risk ad claims on adolescent e-cigarette craving and susceptibility","volume":"21","author":"Andrews","year":"2019","journal-title":"Nicotine Tob Res"},{"key":"2026062407021179800_ref26","doi-asserted-by":"publisher","first-page":"cyaf004","DOI":"10.1093\/her\/cyaf004","article-title":"Randomized experimental test of a reduced-exposure message for an e-cigarette: effects on risk perceptions","volume":"40","author":"Shiffman","year":"2025","journal-title":"Health Educ Res"},{"key":"2026062407021179800_ref27","doi-asserted-by":"publisher","first-page":"cyaf003","DOI":"10.1093\/her\/cyaf003","article-title":"Randomized experimental test of a reduced-exposure message for an e-cigarette: effects on behavioral intentions and the mediating role of risk perceptions","volume":"40","author":"Shiffman","year":"2025","journal-title":"Health Educ Res"},{"key":"2026062407021179800_ref28","year":"2023"},{"key":"2026062407021179800_ref29","doi-asserted-by":"publisher","first-page":"e47570","DOI":"10.2196\/47570","article-title":"How to identify e-cigarette brands available in the United States during 2020-2022: development and usability study","volume":"8","author":"Ma","year":"2024","journal-title":"JMIR Form Res"},{"key":"2026062407021179800_ref30","volume-title":"Advertising and Promotion","author":"The U.S. Food and Drug Administration Center for Tobacco Products","year":"2024"},{"key":"2026062407021179800_ref31","author":"Vuse E-cigarettes"},{"key":"2026062407021179800_ref32","author":"Logic Vape"},{"key":"2026062407021179800_ref33","author":"Njoy.com"},{"key":"2026062407021179800_ref34","doi-asserted-by":"publisher","first-page":"1758","DOI":"10.1080\/10826084.2024.2374973","article-title":"Associations between noticing E-cigarette advertising features and E-cigarette appeal and switching interest among young adult dual users","volume":"59","author":"Chen-Sankey","year":"2024","journal-title":"Subst Use Misuse"},{"key":"2026062407021179800_ref35","doi-asserted-by":"publisher","first-page":"439","DOI":"10.1111\/add.16586","article-title":"Young adults\u2019 visual attention to features of social media marketing for disposable e-cigarettes and associated perceptions","volume":"120","author":"Chen-Sankey","year":"2025","journal-title":"Addict."},{"key":"2026062407021179800_ref36","doi-asserted-by":"publisher","first-page":"445","DOI":"10.1093\/abm\/kaae018","article-title":"Using eye tracking to examine young adults\u2019 visual attention to E-cigarette advertising features and associated positive E-cigarette perceptions","volume":"58","author":"Chen-Sankey","year":"2024","journal-title":"Ann Behav Med"},{"key":"2026062407021179800_ref37","doi-asserted-by":"publisher","first-page":"30","DOI":"10.1136\/tobaccocontrol-2022-057269","article-title":"Noticing people, discounts and non-tobacco flavours in e-cigarette ads may increase e-cigarette product appeal among non-tobacco-using young adults","volume":"33","author":"Chen-Sankey","year":"2023","journal-title":"Tob Control"},{"key":"2026062407021179800_ref38","doi-asserted-by":"publisher","first-page":"501","DOI":"10.1136\/tobaccocontrol-2021-056957","article-title":"Effect of a \u201ctobacco-free nicotine\u201d claim on intentions and perceptions of puff Bar e-cigarette use among non-tobacco-using young adults","volume":"32","author":"Chen-Sankey","year":"2023","journal-title":"Tob Control"},{"key":"2026062407021179800_ref39","doi-asserted-by":"crossref","first-page":"605","DOI":"10.1093\/ntr\/ntaa159","article-title":"Smokers\u2019 exposure to perceived modified risk claims for E-cigarettes, snus, and smokeless tobacco in the United States","volume":"23","author":"Wackowski","year":"2021","journal-title":"Nicotine Tob Res"},{"key":"2026062407021179800_ref40","doi-asserted-by":"publisher","first-page":"6807","DOI":"10.3390\/ijerph17186807","article-title":"Smokers\u2019 and young adult non-smokers\u2019 perceptions and perceived impact of snus and e-cigarette modified risk messages","volume":"17","author":"Wackowski","year":"2020","journal-title":"Int J Environ Res Public Health"},{"key":"2026062407021179800_ref41","doi-asserted-by":"crossref","first-page":"1881","DOI":"10.1111\/add.16258","article-title":"Perceptions about levels of harmful chemicals in e-cigarettes relative to cigarettes, and associations with relative e-cigarette harm perceptions, e-cigarette use and interest","volume":"118","author":"Wackowski","year":"2023","journal-title":"Addict."},{"key":"2026062407021179800_ref42","doi-asserted-by":"crossref","first-page":"730","DOI":"10.1136\/tobaccocontrol-2020-056303","article-title":"\u201895% less harmful\u2019? Exploring reactions to quantitative modified risk claims for snus and e-cigarettes","volume":"31","author":"Wackowski","year":"2022","journal-title":"Tob Control"},{"key":"2026062407021179800_ref43","doi-asserted-by":"publisher","first-page":"e150","DOI":"10.1136\/tobaccocontrol-2019-055485","article-title":"Rapid proliferation of illegal pod-mod disposable e-cigarettes","volume":"29","author":"Delnevo","year":"2020","journal-title":"Tob Control"},{"key":"2026062407021179800_ref44","doi-asserted-by":"publisher","first-page":"483","DOI":"10.1111\/add.16611","article-title":"Packaging of disposable vaping products and e-liquids in England, Canada and the United States: a content analysis","volume":"120","author":"Nottage","year":"2025","journal-title":"Addict."},{"key":"2026062407021179800_ref45","doi-asserted-by":"publisher","first-page":"878","DOI":"10.1001\/jamapediatrics.2022.2223","article-title":"Association between exposure to tobacco content on social media and tobacco use: a systematic review and meta-analysis","volume":"176","author":"Donaldson","year":"2022","journal-title":"JAMA Pediatr"},{"key":"2026062407021179800_ref46","doi-asserted-by":"publisher","first-page":"1678","DOI":"10.3390\/children9111678","article-title":"Association between harmful and addictive perceptions of E-cigarettes and E-cigarette use among adolescents and youth\u2014a systematic review and meta-analysis","volume":"9","author":"Aly","year":"2022","journal-title":"Children."},{"key":"2026062407021179800_ref47","doi-asserted-by":"publisher","first-page":"279","DOI":"10.4300\/JGME-D-12-00156.1","article-title":"Using effect size\u2014or why the p value is not enough","volume":"4","author":"Sullivan","year":"2012","journal-title":"J Grad Med Educ"},{"key":"2026062407021179800_ref48","doi-asserted-by":"publisher","first-page":"71","DOI":"10.1080\/10810730490271548","article-title":"A meta-analysis of the effect of mediated health communication campaigns on behavior change in the United States","volume":"9 Suppl 1","author":"Snyder","year":"2004","journal-title":"J Health Commun"},{"key":"2026062407021179800_ref49","doi-asserted-by":"publisher","first-page":"476","DOI":"10.1093\/abm\/kay059","article-title":"Similarities and differences in tobacco control research findings from convenience and probability samples","volume":"53","author":"Jeong","year":"2019","journal-title":"Ann Behav Med"},{"key":"2026062407021179800_ref50","doi-asserted-by":"publisher","first-page":"1697","DOI":"10.1007\/s11606-022-07980-w","article-title":"The epidemiology of smoking in older adults: a National Cohort Study","volume":"38","author":"Hunt","year":"2023","journal-title":"J Gen Intern Med"}],"container-title":["Nicotine &amp; Tobacco Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/academic.oup.com\/ntr\/advance-article-pdf\/doi\/10.1093\/ntr\/ntag040\/67063115\/ntag040.pdf","content-type":"application\/pdf","content-version":"am","intended-application":"syndication"},{"URL":"https:\/\/academic.oup.com\/ntr\/article-pdf\/28\/7\/1247\/67063115\/ntag040.pdf","content-type":"application\/pdf","content-version":"vor","intended-application":"syndication"},{"URL":"https:\/\/academic.oup.com\/ntr\/article-pdf\/28\/7\/1247\/67063115\/ntag040.pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,6,24]],"date-time":"2026-06-24T11:02:22Z","timestamp":1782298942000},"score":1,"resource":{"primary":{"URL":"https:\/\/academic.oup.com\/ntr\/article\/28\/7\/1247\/8494273"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,2,21]]},"references-count":50,"journal-issue":{"issue":"7","published-online":{"date-parts":[[2026,2,21]]},"published-print":{"date-parts":[[2026,6,23]]}},"URL":"https:\/\/doi.org\/10.1093\/ntr\/ntag040","relation":{},"ISSN":["1469-994X"],"issn-type":[{"value":"1469-994X","type":"electronic"}],"subject":[],"published-other":{"date-parts":[[2026,7]]},"published":{"date-parts":[[2026,2,21]]}}}