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  • Investigating social media use of tobacco companies

Investigating social media use of tobacco companies

Christina Watts
Cancer Council NSW

A world-first study has revealed that tobacco companies use Twitter to positively shape their public image, despite being the cause of 7 million smoking related deaths worldwide each year.

Background

Australia has signed and ratified the WHO Framework Convention on Tobacco Control and is bound by the terms of the treaty, meaning that the Government has an obligation to enforce a comprehensive ban on tobacco advertising, promotion and sponsorship, which includes banning tobacco companies from contributions to socially responsible causes. However, as it stands, social media is poorly regulated.

The research

The study analysed every tweet published by the Twitter accounts of transnational tobacco companies British American Tobacco, Imperial Brands, Phillip Morris International and Japan Tobacco International, up until May 2017.The results showed that tobacco companies most commonly tweeted to oppose policy, to promote corporate social responsibility (i.e. highlight the supposed positive impact that they are having on society and the environment) and to position themselves as favourable workplaces.

30% of all tweets opposed tobacco control policies, demonstrating efforts by tobacco companies to resist the extensive work that is being done to protect the community from tobacco smoking.

By continuing to promote themselves as ‘good corporate citizens’ through their corporate social responsibility initiatives, the tobacco industry’s interests and products are promoted.

The researchers concluded that the industry’s social media activity is in violation of the WHO Framework, recommending that Australia implement a total ban on online tobacco promotion.

The impact

The tobacco industry has a long history of opposing tobacco control policy and promoting socially responsible business practices. However, with the rapid rise of social media platforms like Twitter, tobacco companies are enabled to readily and easily communicate these messages in a public domain. Online communications through social media are poorly regulated and the tobacco industry is attempting to take advantage of this.

These findings highlight the need for tighter regulations around the industry’s online activities in order to support Australia’s comprehensive approach to tobacco control.

Research team

Christina Watts
Cancer Council NSW

Dr Marita Hefler
Dr Becky Freeman

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