{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,16]],"date-time":"2026-07-16T05:48:28Z","timestamp":1784180908249,"version":"3.55.0"},"reference-count":16,"publisher":"Wiley","issue":"3","license":[{"start":{"date-parts":[[2022,10,11]],"date-time":"2022-10-11T00:00:00Z","timestamp":1665446400000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/100014660","name":"Society for the Study of Addiction","doi-asserted-by":"publisher","award":["Fellowship"],"award-info":[{"award-number":["Fellowship"]}],"id":[{"id":"10.13039\/100014660","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100000289","name":"Cancer Research UK","doi-asserted-by":"publisher","award":["C51836\/A25751"],"award-info":[{"award-number":["C51836\/A25751"]}],"id":[{"id":"10.13039\/501100000289","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/100000054","name":"National Cancer Institute","doi-asserted-by":"publisher","award":["P01\u2010CA200512"],"award-info":[{"award-number":["P01\u2010CA200512"]}],"id":[{"id":"10.13039\/100000054","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Addiction"],"published-print":{"date-parts":[[2023,3]]},"abstract":"<jats:title>Abstract<\/jats:title><jats:sec><jats:title>Background and aims<\/jats:title><jats:p>Tobacco and nicotine marketplaces have diversified over the past decade, including with the introduction of heated tobacco products (HTPs), such as the brand IQOS. HTPs typically heat tobacco to generate an aerosol that is inhaled. HTP nomenclature is lacking, and how HTP users define and identify themselves remains understudied. Research in this area is important because language can construct identity, and identity can shape behaviour. This study aimed to explore users' language choice when describing IQOS use, and how language relates to user identity.<\/jats:p><\/jats:sec><jats:sec><jats:title>Methods<\/jats:title><jats:p>Qualitative interviews in London, United Kingdom, with 30 adult current and former IQOS users. Analyses were guided by Iterative Categorization.<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>Overall, participants expressed confusion and a lack of suitable terminology for how to describe IQOS use. Verbs such as <jats:italic>heating<\/jats:italic> and <jats:italic>IQOSing<\/jats:italic> were rarely endorsed. Most often, participants reverted to <jats:italic>smoking<\/jats:italic> when describing IQOS use and commonly referred to HEETS (tobacco sticks) as <jats:italic>cigarettes<\/jats:italic>. Yet the lack of combustion, electronic device, <jats:italic>cleaner<\/jats:italic> experience and perceived reductions in health risks led some to frame IQOS as distinct from smoking. <jats:italic>Vaping<\/jats:italic> was generally considered inappropriate for describing IQOS use. Participants also manipulated language to suit their circumstances and manage their identity, whereas some IQOS users embraced the terms <jats:italic>smoking<\/jats:italic> and <jats:italic>smoker<\/jats:italic>, most were eager to distinguish between using IQOS and being labelled <jats:italic>a smoker<\/jats:italic> because of the associated negative connotations and to align with perceptions of IQOS use as a <jats:italic>better<\/jats:italic>, less harmful behaviour. Instead, when describing their identity, IQOS users more willingly identified as <jats:italic>vapers<\/jats:italic>, or <jats:italic>ex\u2010smokers<\/jats:italic>, or created new identities (e.g. <jats:italic>HEET user<\/jats:italic>).<\/jats:p><\/jats:sec><jats:sec><jats:title>Conclusions<\/jats:title><jats:p>People who use or have used IQOS (a brand of heated tobacco product) are ambiguous about IQOS terminology. Participants in this study commonly referred to IQOS use as <jats:italic>smoking<\/jats:italic> for lack of a more suitable term, but also resisted being labelled as <jats:italic>smokers<\/jats:italic>, a choice that may influence smoking cessation. Clear terminology must be used in surveys and by healthcare professionals when asking about cigarette smoking and e\u2010cigarette and heated tobacco product use.<\/jats:p><\/jats:sec>","DOI":"10.1111\/add.16051","type":"journal-article","created":{"date-parts":[[2022,9,23]],"date-time":"2022-09-23T08:44:35Z","timestamp":1663922675000},"page":"533-538","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":7,"title":["\u2018It's not what you'd term normal smoking\u2019: a qualitative exploration of language used to describe heated tobacco product use and associated user identity"],"prefix":"10.1111","volume":"118","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9083-2131","authenticated-orcid":false,"given":"Katherine A.","family":"East","sequence":"first","affiliation":[{"name":"National Addiction Centre, Department of Addictions, Institute of Psychiatry, Psychology &amp; Neuroscience King's College London  London UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Connor R.","family":"Miller","sequence":"additional","affiliation":[{"name":"Department of Health Behavior Roswell Park Comprehensive Cancer Center  Buffalo New York USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Sara C.","family":"Hitchman","sequence":"additional","affiliation":[{"name":"National Addiction Centre, Department of Addictions, Institute of Psychiatry, Psychology &amp; Neuroscience King's College London  London UK"},{"name":"Department of Communication and Media Research University of Zurich  Zurich Switzerland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6223-4000","authenticated-orcid":false,"given":"Ann","family":"McNeill","sequence":"additional","affiliation":[{"name":"National Addiction Centre, Department of Addictions, Institute of Psychiatry, Psychology &amp; Neuroscience King's College London  London UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9154-182X","authenticated-orcid":false,"given":"Charlotte N. E.","family":"Tompkins","sequence":"additional","affiliation":[{"name":"National Addiction Centre, Department of Addictions, Institute of Psychiatry, Psychology &amp; Neuroscience King's College London  London UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2022,10,11]]},"reference":[{"key":"e_1_2_8_2_1","doi-asserted-by":"publisher","DOI":"10.2105\/ajph.2018.304813"},{"key":"e_1_2_8_3_1","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2021-057081"},{"key":"e_1_2_8_4_1","unstructured":"Philip Morris.International Philip Morris International 2020 Annual Report;2020."},{"key":"e_1_2_8_5_1","unstructured":"Action on Smoking and Health.Action on Smoking and Health Smokefree Great Britain Adult Survey;2021."},{"key":"e_1_2_8_6_1","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2021-056795"},{"key":"e_1_2_8_7_1","doi-asserted-by":"publisher","DOI":"10.1002\/9781118484890"},{"key":"e_1_2_8_8_1","doi-asserted-by":"publisher","DOI":"10.1080\/14659891.2018.1489009"},{"key":"e_1_2_8_9_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.addbeh.2020.106654"},{"key":"e_1_2_8_10_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.2044-8287.2011.02031.x"},{"key":"e_1_2_8_11_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.addbeh.2015.01.026"},{"key":"e_1_2_8_12_1","doi-asserted-by":"publisher","DOI":"10.1093\/ntr\/ntx245"},{"key":"e_1_2_8_13_1","doi-asserted-by":"publisher","DOI":"10.1136\/tobaccocontrol-2019-055306"},{"key":"e_1_2_8_14_1","doi-asserted-by":"publisher","DOI":"10.1186\/s12954-021-00490-8"},{"key":"e_1_2_8_15_1","doi-asserted-by":"publisher","DOI":"10.1111\/add.13314"},{"key":"e_1_2_8_16_1","doi-asserted-by":"publisher","DOI":"10.1111\/add.15259"},{"key":"e_1_2_8_17_1","doi-asserted-by":"publisher","DOI":"10.1111\/add.16010"}],"container-title":["Addiction"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/add.16051","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/full-xml\/10.1111\/add.16051","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/add.16051","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2023,8,17]],"date-time":"2023-08-17T21:56:45Z","timestamp":1692309405000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1111\/add.16051"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2022,10,11]]},"references-count":16,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2023,3]]}},"alternative-id":["10.1111\/add.16051"],"URL":"https:\/\/doi.org\/10.1111\/add.16051","archive":["Portico"],"relation":{},"ISSN":["0965-2140","1360-0443"],"issn-type":[{"value":"0965-2140","type":"print"},{"value":"1360-0443","type":"electronic"}],"subject":[],"published":{"date-parts":[[2022,10,11]]},"assertion":[{"value":"2022-01-17","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2022-08-26","order":1,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2022-10-11","order":2,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}