IQOS news media coverage in Israel: a comparison across three subpopulations

Amal Khayat, Braun School of Public Health and Community Medicine, Hebrew University of Jerusalem Faculty of Medicine, Jerusalem, Israel amal.khayat@mail.huji.ac.il.
Yael Bar-Zeev, Braun School of Public Health and Community Medicine, Hebrew University of Jerusalem Faculty of Medicine, Jerusalem, Israel.
Yechiel Kaufman, Braun School of Public Health and Community Medicine, Hebrew University of Jerusalem Faculty of Medicine, Jerusalem, Israel.
Carla Berg, Department of Prevention and Community Health, The George Washington University Milken Institute of Public Health, Washington, District of Columbia, USA.
Lorien Abroms, Department of Prevention and Community Health, The George Washington University Milken Institute of Public Health, Washington, District of Columbia, USA.
Zongshuan Duan, Department of Population Health Sciences, Georgia State University, Atlanta, Georgia, USA.
Cassidy R. LoParco, Department of Prevention and Community Health, The George Washington University Milken Institute of Public Health, Washington, District of Columbia, USA.
Yan Wang, Department of Prevention and Community Health, The George Washington University Milken Institute of Public Health, Washington, District of Columbia, USA.
Yuxian Cui, Department of Prevention and Community Health, The George Washington University Milken Institute of Public Health, Washington, District of Columbia, USA.
Hagai Levine, Braun School of Public Health and Community Medicine, Hebrew University of Jerusalem Faculty of Medicine, Jerusalem, Israel.

Document Type

Journal Article

Publication Date

7-16-2024

Journal

Tobacco control

DOI

10.1136/tc-2023-058422

Keywords

Advertising and Promotion; Media; Public policy; Tobacco industry

Abstract

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 χ, 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.

Department

Prevention and Community Health

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