Tobacco harm reduction: Myths, misinformation and mudslinging in the Canadian press

Tobacco harm reduction (THR) is the substitution of safer nicotine products (including smokeless tobacco (ST) and pharmaceutical nicotine) for cigarettes. These products deliver nicotine without smoke inhalation, the greatest risk factor from cigarettes, reducing risk by about 99%. A vociferous debate about THR in the popular press followed the launch of a Swedish-style ST product (snus) in Edmonton (Canada). This presentation examines misinformation about ST, THR, and nicotine published in response to this product launch.

There were >30 newspaper articles about the product launch; more than 2/3 of which included inaccurate or misleading statements attributed to medical and public health professionals, advocacy organizations and the company that promotes/sells snus in Edmonton.

Most of the incorrect statements fell into the following categories: 1) misrepresenting the health risks of snus relative to other nicotine products (i.e., cigarettes, other ST products and pharmaceutical nicotine), 2) claims that there is not enough evidence supporting the concept of THR, 3) logically inconsistent criticisms of the marketing/branding of snus, and 4) improper use of the terms nicotine, tobacco, smoking and safe (versus safer).

Perpetuation of inaccurate information may deter smokers who would otherwise switch to less harmful products and, when discovered, reduce the credibility of medical and public health professionals across all areas of behavioral advice. Public health practitioners have an ethical obligation to give smokers correct information about the health risks of cigarettes, ST and pharmaceutical nicotine that will allow them to make informed choices and select the most effective smoking cessation method for themselves.