April 20 (Reuters) - A major new study has found that smokers switch to safer heated tobacco products entirely after they are offered them - even if they have no intention of quitting or have experienced past challenges in the process, according to reports.

A first-of-its-kind study called a CEASEFIRE recruited 220 participants. They were 41 years old on average and smoked a pack of cigarettes a day. They made an average of two attempts to quit.

Participants were randomly divided into two groups: one group was given refillable e-cigarettes, and the other was given heated tobacco products - a device that heats tobacco sticks to produce steam without burning to produce smoke. The researchers sought to compare the effectiveness and tolerance of the two harm reduction options.

High rates of quitting and quitting were observed in both groups, which one of the researchers described as significant.

Knowing that taste plays a key role in making the switch, they also presented participants with a choice of three different flavors. In addition, motivational counseling was provided throughout the 12-week study.

Quitting rates were high in both groups, with the use of heated tobacco products (IQOS 2.4 Plus) at 39.1% and e-cigarettes (JustFog Q16) at 30.8%.

The results for both no-combustion devices were encouraging - the difference between the two rates was not considered significant - and it is worth noting that more than 95 percent of participants completed the study.

"The data confirm the effectiveness and tolerability of e-cigarettes, as well as the health potential of heated tobacco products for smokers who do not intend to quit." Lead researcher Maria Signorelli.

Both e-cigarettes and heated tobacco products are safer than combustible cigarettes, which are responsible for more than 7 million deaths worldwide each year.

Some participants even became healthier during the short study period.

"Compared to the initial level, we observed an increase in exercise tolerance among participants." Pasquale Caponnetto, another of the researchers. "From the first month, many patients reported breathing better and feeling less fatigue during small but important daily activities such as climbing stairs or doing housework."

In Italy, where the study was conducted, heated tobacco products have been sold for years in tabaccheria (tobacco shops) and in vending machines alongside cigarettes. Japan, where the product is also popular, has seen an unprecedented drop in cigarette sales in just a few years. This is action to reduce the harm from tobacco.

In 2020, the U.S. Food and Drug Administration authorized IQOS to market as reducing exposure to harmful chemicals compared to cigarettes. But patent disputes have delayed its launch in the US.

Different things work for different people, and e-cigarettes and heated tobacco products are both important tools in reducing smoking rates.

Researchers from the University of Catania's Department of Clinical and Experimental Medicine and Center of Excellence have compared the effectiveness, tolerance, and acceptability of a heated tobacco product and a fillable e-cigarette replacement (CEASEFIRE) : a randomized controlled trial for Accelerated Harm Reduction (CoEHAR).

Unfortunately, the study excluded people with a mental health diagnosis or a history of problematic substance use other than tobacco. These two groups have the highest rates of smoking, smoking-related illness and premature death. Incorporating them into research into safer nicotine products is critical.

The researchers caution that longer follow-up studies are needed to confirm significant and long-term smoking cessation, and whether the results can be generalized to Settings that do not provide high levels of support.

But a CEASEFIRE study shows that getting smokers who aren't even trying to quit to opt for heated tobacco products or e-cigarettes is highly effective. Different methods work for different people, and both are important tools in reducing smoking rates.