RT Journal Article
SR Electronic
T1 IQOS news media coverage in Israel: a comparison across three subpopulations
JF Tobacco Control
JO Tob Control
FD BMJ Publishing Group Ltd
SP tc-2023-058422
DO 10.1136/tc-2023-058422
A1 Khayat, Amal
A1 Bar-Zeev, Yael
A1 Kaufman, Yechiel
A1 Berg, Carla
A1 Abroms, Lorien
A1 Duan, Zongshuan
A1 LoParco, Cassidy R
A1 Wang, Yan
A1 Cui, Yuxian
A1 Levine, Hagai
YR 2024
UL http://tobaccocontrol.bmj.com/content/early/2024/07/15/tc-2023-058422.abstract
AB Background Philip Morris International’s (PMI) IQOS, a leading heated tobacco product globally, entered the Israeli market in 2016. IQOS and/or electronic cigarette use is higher in Israel’s Arab population (2.8% vs 1.2% of Jews). However, previous research indicated possible targeting of the Ultra-orthodox Jewish population with more IQOS paid ads. This paper examined how IQOS is framed in news media articles directed at three subpopulations in Israel: Arab, Ultra-orthodox Jews and general public.Methods Media articles (January–October 2020) were obtained from Ifat media and were coded using abductive coding. Characteristics of articles (photo and article content) targeting each subpopulation were compared using χ2, Fisher’s exact test, one-way analysis of variance and median test, as appropriate.Results Of the 63 unique articles identified, 16 targeted Arab, 24 Ultra-orthodox Jews and 23 general public. Arab and Ultra-orthodox Jewish media significantly differed from the general public’s media in their positive framing of PMI (100% Arab and 75% Ultra-orthodox Jews vs 52% general public, p=0.004), and IQOS (100% Arab and 88% Ultra-orthodox Jews vs 61% general public, p=0.006). Arab media differed from others by highlighting IQOS’ retail locations (81% vs 17% Ultra-orthodox Jews and 13% general public), social benefits (88% vs 8% Ultra-orthodox Jews and 17% general public) and reflecting content from PMI’s press release (100% vs 46% Ultra-orthodox Jews and 35% general public; ps <0.001).Conclusions IQOS was framed more positively in media targeting minority populations (Arab and Ultra-orthodox Jews), compared with general public. Arabic media in particular emphasised IQOS’ retail accessibility and social benefits. These findings highlight the need for media surveillance and regulation, especially of minority-oriented media.