Key Points: A lack of comprehensive regulation allows the tobacco industry to introduce any products they wish and make any health claims they choose. This unregulated marketplace produced the “light” cigarette, which fooled both experts and smokers into thinking that exposure to smoke toxins had been reduced. It took 30 years for researchers to unravel this fraud, and “lights” unfortunately now make up 90% of US cigarette sales. The new generation of products known as PREPs (Potentially Reduced Exposure Products) promises reduced exposure and risk, which could be true – or is this just a more sophisticated version of the “lights” trick? The only way to know for sure is generating a strong evidence base to drive regulatory and communications strategies. Armed with an adequate science base, we will be best positioned to evaluate product performance and messaging, consumer attitudes and perceptions, and monitor the marketplace to identify potential adverse impacts on initiation and cessation.

Learning Objectives: At the end of this session, participants will understand: 1) The impact of a lack of comprehensive regulation on tobacco industry products and health claims, and 2) What evidence base is needed to drive improvements in regulatory and communications strategies.

Benefits: Makes a clear case for the need for scientific evidence to drive regulatory and communications strategies regarding the new generation of tobacco products (PREPs).