BACKGROUND: Tobacco Industry (TI) affiliate in Pakistan promoted the THR narrative using social and print media, conferences, and more distinctly radio programs. Between June 2022 and February 2023, Radio Pakistan – a state-owned entity aired 24 such programs, violating WHO FCTC obligations and Pakistan’s regulation concerning the TAPS Ban. These programs misinformed the public about the risks of electronic nicotine and tobacco products, promoting their use and targeting youth and radio audiences.
METHODS: This is a critical discourse analysis of the contents of 24 radio programs (almost 20 hours in duration, spanning eight months) aired on Radio Pakistan. Qualitative data analysis software (QDACity) and corpus analysis tool (LancsBox X) were used to identify themes, narrative building, and misinformation regarding tobacco harm reduction. Furthermore, we examined compliance with international obligations under Article 5.3 of FCTC and domestic regulations and evaluated the role of state entities in facilitating TI narratives.
RESULTS: The study finds that the radio programs were designed to ensure a smooth passage of (mis-)information. TI promoted the THR narrative by misrepresenting the health risks of nicotine and new tobacco products. Despite a lack of credible scientific evidence, radio programs often framed these products as tools for smoking cessation. The findings also point to significant violations of international obligations and national laws with Radio Pakistan (inadvertently) aiding the dissemination of misleading content. The findings also signpost a lack of awareness about FCTC obligations among government entities, enabling TI interference.
CONCLUSIONS: TI’s use of Radio Pakistan – a state entity, exemplifies how regulatory and information gaps can be exploited by the TI. This study highlights the need for robust enforcement of FCTC Article 5.3 provisions. Strengthening the governmental capacity to recognize and mitigate such violations is essential to safeguarding public health and fostering informed policy development.