![]() Participants wanted more information on HEETS packets about harms (4) process of heating and HEETS contents-heating, compared with burning, tobacco was perceived to produce fewer harmful chemicals, while tobacco, nicotine, and chemicals in HEETS were perceived to cause some harm. Participants wanted more independent and long-term studies into harm (3) appearance of HEETS (tobacco sticks) packaging conveyed reduced harm because packets were ‘ pretty’, without graphic/specific warnings, although written warnings conveyed some harm. Influences on harm perceptions were consolidated into six themes: (1) dominance of manufacturer claims influenced perceptions that IQOS is less harmful than smoking to users and those around them, although mistrust of the tobacco industry heightened scepticism about harms (2) limited independent and long-term research led to uncertainty about harms, although some participants trusted IQOS would not be marketed if it were very harmful. IQOS was perceived as less harmful than smoking but not risk-free, although there was great uncertainty. Qualitative interviews in London, UK, with 30 adult current and former IQOS users who currently smoked or quit smoking in the last 2 years. This study explored the perceived health harms of IQOS to users and those exposed to the emissions, what shapes these perceptions, and what participants wanted to know about the harms of IQOS. IQOS was introduced to the UK in 2016, and there is little independent qualitative research on IQOS harm perceptions. Harm perceptions of tobacco and nicotine products can influence their use and could be targeted by policies to change behaviour.
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