Nicotine is a widely misunderstood component of cigarettes. Contrary to popular belief, nicotine is not the primary cancer-causing agent in cigarettes, yet many still associate it with this harmful effect. Additionally, while nicotine is known to be the addictive element in cigarettes, there are still individuals who do not believe this to be true.
In light of a proposed nicotine-level mandate by the U.S. Food and Drug Administration to cap nicotine levels in cigarettes at 0.7 milligrams per gram of tobacco, researchers from Penn’s Annenberg School for Communication and the Institute for Nicotine & Tobacco Studies at Rutgers University are working to educate consumers about the effects of nicotine. This mandate would significantly reduce nicotine levels in cigarettes from the current average of 10-12 milligrams per cigarette.
Manufacturers have introduced low-nicotine-content cigarettes as an alternative, which are less addictive than traditional tobacco cigarettes. However, it is important to note that smoking any form of tobacco can still lead to serious health issues such as lung cancer and emphysema. Xinyi Wang, a postdoctoral fellow at the Health Communication and Equity Lab at Annenberg, emphasizes the importance of understanding that while low-nicotine-content cigarettes may be less addictive, they are not without health risks.
In a recent study published in Scientific Reports, Wang and her research team explored different methods of educating individuals about nicotine, particularly targeting groups that are more susceptible to false beliefs about nicotine. The study focused on Black/African American adults, rural adults, and young adults who smoke.
The team found that using curiosity-eliciting techniques in educational messages about nicotine was more effective in dispelling false beliefs than traditional informational messages. Curiosity-driven messages that posed questions, encouraged active participation, and included social cues were found to be most impactful in reducing misconceptions about nicotine.
Moving forward, the researchers hope to build upon these findings to develop tailored interventions that can help people quit smoking, especially with the increasing availability of low-nicotine-content cigarettes. Customizing messages for specific populations and utilizing curiosity as a tool for learning are key strategies in creating effective nicotine education campaigns.
As the research in this field continues to evolve, the team is eager to explore how long individuals retain information about smoking and nicotine, the role of social and psychological factors in message effectiveness, and the potential for incorporating curiosity into broader health campaigns. By harnessing curiosity and delivering targeted education, there is hope for correcting misperceptions about nicotine and ultimately reducing smoking rates.
Reference:
Xinyi Wang et al, Targeting three United States priority populations of people who smoke with educational nicotine messages using curiosity-eliciting strategies, Scientific Reports (2025). DOI: 10.1038/s41598-025-04050-z
Provided by University of Pennsylvania.
