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Measuring Consumer Comprehension of Displays of Harmful and Potentially Harmful Constituents in Tobacco Products and Tobacco Smoke

Principal Investigator: Jonathan Blitstein and Katherine Margolis

Funding Mechanism: Research Contract

ID number: HHSF223201110005B

Award Date: 2/11/2016

Institution: FDA/CTP


Section 904(d) of the Tobacco Control Act requires FDA to publish its list of harmful and potentially harmful constituents (HPHCs) in tobacco products (including quantity of each HPHC by brand and sub-brand) in a format that is understandable and not misleading to the public. The goal of the study is to gain insight on consumer comprehension of and preferences regarding presentation of information about HPHCs. Researchers will conduct a series of 50 individual in-depth interviews with adults and youth ages 14-17 years to gather information about different ways of presenting HPHC information for cigarettes, smokeless tobacco and roll-your-own tobacco. Participants will be asked questions regarding different ways of presenting HPHC information by brand and by quantity in each brand and subbrand. Interviews will be designed to answer the following questions about consumer knowledge, attitudes, and behavior: (1) What do adults and youth know and what do they perceive about HPHCs in tobacco products? (2) How, and in what formats, do adults and youth prefer to receive information regarding HPHCs? and (3) How do adults and youth understand and perceive the information about HPHCs provided in sample formats?