Table 3.
Adjusted (weighted) regression models estimating the odds of believing that HTPs are less harmful than cigarettes among smokers in Japan in 2018 based on exposure to various marketing platforms (n = 3600).
| Advertising Location | Exposure | HTPs Are Less Harmful % | p-Value | Odds Ratio | 95% CI | |
|---|---|---|---|---|---|---|
| Lower CI | Upper CI | |||||
| TV | Yes (n = 890) | 52.1% | 0.0005 | 1.4 | 1.1 | 1.6 |
| No (n = 2710) | 44.3% | Reference | ||||
| Radio | Yes (n = 170) | 50.5% | 0.35 | 1.2 | 0.8 | 1.7 |
| No (n = 3430) | 46.0% | Reference | ||||
| Newspapers or magazines | Yes (n = 1012) | 52.3% | 0.0001 | 1.4 | 1.2 | 1.7 |
| No (n = 2588) | 43.9% | Reference | ||||
| Posters or billboards | Yes (n = 1366) | 51.9% | <0.0001 | 1.4 | 1.2 | 1.7 |
| No (n = 2234) | 42.9% | Reference | ||||
| Stores where tobacco is sold | Yes (n = 2394) | 50.6% | <0.0001 | 1.7 | 1.4 | 2.0 |
| No (n = 1206) | 38.3% | Reference | ||||
| Stores where HTPs are sold | Yes (n = 2164) | 50.5% | <0.0001 | 1.5 | 1.3 | 1.8 |
| No (n = 1436) | 40.5% | Reference | ||||
| Social media | Yes (n = 895) | 54.5% | <0.0001 | 1.6 | 1.3 | 1.9 |
| No (n = 2705) | 43.6% | Reference | ||||
| Bars or pubs | Yes (n = 367) | 52.3% | 0.045 | 1.3 | 1.0 | 1.7 |
| No (n = 3233) | 45.6% | Reference | ||||
Outcome: Less harmful versus equally/more harmful/do not know (Reference).