'Alternative fact' narrative influencing tobacco control: a case study of tobacco industry interference in print media
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Verité Research, Economics, Sri Lanka
Publication date: 2018-03-01
Tob. Induc. Dis. 2018;16(Suppl 1):A458
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KEYWORDS
TOPICS
ABSTRACT
Background:
Sri Lanka saw a rise in misleading and false information on
tobacco statistics in 2017. Vernacular press reported
on government revenue decreasing, beedi smokers rising and illegal tobacco
products reporting high growth without verifiable sources. Such
articles were repeatedly published.
The rise of false information followed the government
increasing cigarette taxes between 20-80% across five length categories. The
increase in taxes was implemented to reconcile a gap created by over a decade
of poor tax policies. While the increase was welcome by the public, media
reported the tax increase would result in reducing government revenue and livelihood
of tobacco farmers; neither of which were verified. It was evident that the
tobacco industry which was concentrating on influencing taxation now was
changing the narrative to change public opinion against tobacco control through
misinformation.
This study aims to identify the loopholes in the Sri Lanka's
laws and regulations (National Authority for Tobacco (NATA) Act and media Code of
Conduct) and identify thematic areas that are targeted by the
tobacco industry in spreading misinformation.
Methods:
The
period of analysis was September 2016 to October 2017 and all articles related
to tobacco was firstly checked against the laws and media ethic guidelines. It
then followed a case study method to thematically group the key narrative of
selected articles.
Results:
Findings reveal the articles violated three
codes under the media Code of Conduct and vague description on 'tobacco
advertisement' as an article in the NATA Act caused confusion on its legal
standing. The case study also revealed four thematic areas with false
information.
Conclusions:
The study draws attention to tobacco industry interference
in using media to change the narrative on tobacco control. It also provides
highlights the significance of a national tobacco data platform and engaging
with journalists to combat the tobacco epidemic.