Tobacco use is deadly, thus killing half of its users. It is responsible for eight million deaths each year, with more than seven million of these deaths being the result of direct tobacco use. Furthermore, tobacco use is responsible for killing around 1.2 million individuals due to second-hand smoke.

Within some countries in the Eastern Mediterranean Region (EMR), the number of smokers is growing. Even though evidence of the harmful effects of tobacco is increasing, the Tobacco Industry has found ways to influence public opinion and disturb health policy. However, large-scale mass media campaigns are an important instrument for positive behavioral change, and for building a momentum that enables tobacco policy change.

To discuss this issue further, EMPHNET held a webinar titled “Tobacco: The Epidemic, the Industry and Importance of Media,” on December 20, 2022. This 90-minute session offered a space for experts to increase the awareness of the tobacco epidemic affecting the EMR, and to highlight the strategies and tactics that are being used by the Tobacco Industry to hinder tobacco control measures. The session also aimed to discuss the importance of mass media campaigns in changing behaviors and norms related to tobacco consumption.

The session was led by three speakers namely: GHD| EMPHNET’s Director of the Center of Excellence for Applied Epidemiology, Dr. Yousef Khader; Vice President of Partnerships and Engagement, Vital Strategies, Ms. Rebecca Pearl; and Regional Advisor, Tobacco Free Initiative, EMRO-WHO, Dr. Fatima Al-Awa. The session was moderated by GHD| EMPHNET’s Technical Specialist, Dr. Randa Saad.

Dr. Randa Saad started the webinar by welcoming the speakers, giving an introduction on the topic, and stating the objectives of the webinar.

The first speaker, Dr. Yousef Khader, started his presentation by sharing the World Health Organization’s (WHO) statistics on the growing global tobacco market. He then explained how the Tobacco Industry has been at the forefront of influencing public opinion and disturbing tobacco control policy by using deceptive tactics. These tactics include advertising and sponsorship, front groups, manipulating the media, funding scientific research, and political lobbying, among others.

On the other hand, Dr. Khader suggested recommendations for each of these tactics, for example, he stated that it is essential to implement mass-media anti-smoking campaigns, to include health warnings on the distributed packages, and to apply different policy restrictions to regulate the e-cigarette market. He ended his presentation by introducing “Big Tobacco’s Dirty Tricks” casebook.

From her end, Ms. Rebecca Pearl discussed the use of media to generate public demand for tobacco control, and how mass-media campaigns are a cost-effective way to change social norms and behaviors. She also provided examples of successful anti-tobacco tcampaigns that have been developed by Vital Strategies, a global public health organization. She also referenced GHD|EMPHNET’s United Against Tobacco and COVID campaign, which Vital Strategies collaborated on, in four countries in the EMR. Finally, she stressed on the importance of using digital advertising, earned media, social media content, and influencer mobilizing more than traditional video ads.

The last presenter for this session, Dr. Fatima Al-Awa talked about the tobacco epidemic in the EMR, and she shared some key facts related to its burden and policies. She also discussed the status of tobacco control in the EMR, and she reported that 19 of the EMR courtiers are party to  WHO’s Framework Convention on Tobacco Control (FCTC). Furthermore, she highlighted that Article 5.3 of the FCTC requires parties to the agreement to take proactive measures to protect health policy from the vested interests of the tobacco industry. However, the Tobacco Industry is one of the elements influencing the high prevalence of smoking. Dr. Al-Awa also referred to the lessons learned from the COVID-19 pandemic related to tobacco control.

Following these presentations, Dr. Saad facilitated the Q&A session where participants engaged in the discussion. She then concluded the session by thanking the speakers and the attendees for their participation.

A total of 143 participants attended the webinar, deeming it another success in the EMPHNET WEBi Series.