Exposure to General Health Information on Social Media and Belief About the Role of Alternative Tobacco Products in Smoking Cessation Among U.S. Adult Social Media Users

Abstract

Background: Although not FDA-approved as cessation aids, alternative tobacco products (ATPs), including electronic nicotine delivery systems (ENDS), nicotine pouches, heated tobacco products (HTPs), and modified risk tobacco products (MRTPs) are often marketed as harm-reduction aids. Given the growing influence of social media in shaping health beliefs, this study examined the association between exposure to general health information on social media and belief about ATPs role in smoking cessation. Methods: This cross-sectional study utilized data from the Health Information National Trends Survey of U.S. adults who use social media (n = 6043). The outcome variable assessed participants’ belief about whether ATPs can help individuals quit smoking. Exposure to general health information on social media was measured using five survey items. Weighted bivariate and multivariable multinomial logistic regression analyses were conducted to analyze the data. Results: Participants who reported using social media information to make health decisions were more likely to believe that ENDS (aOR = 1.89, p = .04) and HTPs/MRTPs (aOR = 3.92, p = .005) could help quit smoking. Those who believed that a lot of health information on social media is false/misleading were less likely to perceive ENDS (aOR = 0.33, p = .006), nicotine pouches (aOR = 0.58, p = .04), and multiple ATPs (aOR = 0.65, p = .02) as helpful quitting aids. Conclusions: Exposure to general health information on social media was associated with belief about ATPs as smoking cessation tools among U.S. adult social media users. Public health communication should integrate digital strategies to counter misinformation and promote evidence-based cessation support.

Publication Title

Substance Use and Misuse

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