Risk communication in tobacco harm reduction

Effective communication of health risks is central to public health, yet the discourse around e-cigarettes has become increasingly muddled. This presentation explores how misinformation has led many smokers to believe that vaping is more harmful than smoking, despite evidence to the contrary. It will examine the principles of risk communication and the importance of tailoring messages to different audiences — promoting vaping as a harm reduction tool for smokers while clearly communicating the potential risks for non-smokers.
A key focus needs to be on the role of trust in public health messaging. In an era marked by declining confidence in science and institutions — particularly since the COVID-19 pandemic — rebuilding trust is essential to ensure that evidence-based messages are heard, understood, and acted upon. Through this lens, we’ll consider how public health can better support informed decision-making and reduce health inequities.