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Perceptions of Heated Tobacco Products Differ by Smoking Status

Strategic Insights

— 2 min read

A recent study published in BMJ Public Health suggests that the public perception of heated tobacco products (HTPs) varies significantly depending on the individual's smoking status. The research, conducted by investigators at Tohoku University Graduate School of Medicine in Japan, analyzed the responses of 8229 Japanese residents to a survey conducted online in 2020. The study found that current smokers, particularly those who used HTPs exclusively or in combination with combustible cigarettes, were more likely to perceive HTPs as harmless to themselves and others compared to non-smokers.

Key Takeaways:

  • The study surveyed 8229 Japanese residents online in 2020 to assess their perceptions of heated tobacco products (HTPs) and combustible cigarettes (CCs).
  • Current male smokers, particularly those who used HTPs exclusively or in combination with CCs, were more likely to agree that HTPs caused little harm to themselves and no harm to others.
  • The corresponding odds ratios (ORs) for agreeing with "little harm to self" among male smokers were 1.64, 3.08, and 4.78 in CC-only, HTP-only, and dual users, respectively.
  • Women showed qualitatively similar results to those of men, with higher ORs for agreeing with "little harm to self" and "no harm to others" among female smokers.
  • The study emphasized the importance of providing accurate and up-to-date health information regarding HTPs to minimize potential health risks to both smokers and non-smokers.
  • The authors, Takahiro Tabuchi, Yan Zhang, Akira Fujiyoshi, Aya Higashiyama, Shigeki Takemura, Harumitsu Suzuki, Kuniko Yuri, and Naoki Aono, concluded that perceived harm of HTPs is more closely related to absolute harm attributed to oneself than to comparative harm to others.

Statistics:

  • 8229 respondents participated in the online survey in Japan in 2020.
  • 3292 females participated in the survey.
  • Odds ratios (ORs) for agreeing with "little harm to self" among male smokers were 1.64, 3.08, and 4.78 in CC-only, HTP-only, and dual users, respectively.
  • Corresponding ORs for agreeing with "no harm to others" were 1.95, 5.40, and 4.78 for male smokers.
  • Female smokers showed qualitatively similar results to those of male smokers, with higher ORs for agreeing with "little harm to self" and "no harm to others."

Sources:

  • Tabuchi, T., et al. (2025). Do perceptions of the harm of heated tobacco products differ by smoking status? A cross-sectional analysis of the Japan Society and New Tobacco Internet Survey (JASTIS) 2020 in Japan. BMJ Public Health, 3(2).
  • Japan Society For The Promotion of Science (Jsps) Kakenhi; Health Labour Sciences Research Grants
  • Tohoku University Graduate School of Medicine
  • BMJ Publishing Group
  • NewsRx LLC
  • "Tohoku University Graduate School of Medicine Researchers Report Research in Health and Medicine [Do perceptions of the harm of heated tobacco products differ by smoking status? A cross-sectional analysis of the Japan Society and New Tobacco ...]." Health & Medicine Week. October 24, 2025; p 8407.

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