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

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 χ², Fisher's exact test, one-way analysis of varia

SUBMITTER: Khayat A 

PROVIDER: S-EPMC11735691 | biostudies-literature | 2025 Oct

REPOSITORIES: biostudies-literature