Cigarettes are the most harmful of all tobacco products, whereas smoke-free products are on the lower end of the risk continuum. Adult smokers (AS), particularly those unable or unwilling to quit smoking, may reduce their risks of smoking-related diseases by switching completely from cigarettes to smoke-free products. There are a variety of novel smoke-free tobacco products available for AS, including oral tobacco-derived nicotine pouches (NPs). Communicating accurate information regarding the differential risks of tobacco products may accelerate switching behavior. We conducted a study to identify modified risk claims and supportive language that would motivate AS to either transition from cigarettes to on!^® NPs or learn more about these products. In a single online session, participants (N=3001, AS aged 21+) viewed 12 pairs of advertisements (24 total) that each contained six communication elements: 1) visual 2) attention statement 3) claim statement 4) disruption statement 5) reason-to-believe statement and 6) internalization statement. The sample was divided into two arms that assessed advertisement performance related to replacement or learning more about the product. Both arms selected preferred advertising messaging combinations designed to capture participants’ attention, disrupt their thinking, provide logical reasoning, and help them internalize the new information. The data revealed that both visual product imagery and use of a headline were important for capturing attention and providing additional information to motivate AS to consider switching to, or learning more about, the NP product. Communicating specific benefits (i.e., risk reduction of specific tobacco-related diseases) resonated more than general benefits (e.g., “decrease your health risk”). Modified risk claims may be most effective when considering the entire communication execution, including supporting messages that provide additional motivation for behavior change.