Assessing the Impact of a Reduced Chemical Exposure Claim in Advertisements for FDA-authorized E-cigarette Products among Youth and Young Adults

E-cigarette ads containing a RCE claim may be perceived as more effective in influencing product use and complete switching intentions among young people who smoke. While we did not observe such an effect among those who do not use tobacco, future efforts to promote e-cigarette MRTP claims should aim to limit exposure to such claims among this audience to mitigate the potential for unintended effects.