The effect of conflicting public health guidance on smokers’ and vapers’ e-cigarette harm perceptions

The online experimental study investigated the impact of conflicting public health advice about vaping on smokers’ (n=334), and vapers’ (n=368) e-cigarette harm perceptions. Participants were randomised to receive either 1) a harm reduction statement from two different public health bodies; 2) a negative statement about e-cigarette harms from two different public health bodies; 3) a harm reduction statement from one public health body and a negative statement from another; 4) a statement of the risks of smoking followed by a harm reduction statement from one public health body and a negative statement from another. The primary outcome measure was e-cigarette harm perceptions.