Kudos to Isaac Lipkus and his entire team for the submission of their NIH R21 application entitled "Exploring Reactions to Health Warnings on Waterpipe Tobacco Ads." This proposal requests funding for a two-year period with a start date of July 1, 2017.

Abstract: Waterpipe tobacco smoking (WTS) is increasing in the U.S. among young adults and exposing them to many health risks. This increase is partly due to social allure ads from commercial entities (e.g., hookah bars, cafés) that portray WTS as a fun social activity while masking the harmful effects of WTS. The positive feelings social allure ads likely elicit may serve to reduce worry and perceived health risks and increase the appeal of WTS. The effects of these ads may be curbed by placing health warnings. Thus, in this proposal we address the extent to which the addition of text health warnings influence reactions to social allure ads as well as risk appraisals, attitudes towards WTS, and desire to quit WTS.