Bridging the Gap in Smoking Cessation: Unveiling Tobacco Harm Reduction in Pakistan Through Print Media Content Analysis.

This paper provides an in-depth content analysis of safer smoking alternatives in Pakistani print media during a 5-year period (2018-2022). The mainstream print media in the English and Urdu languages is grappling with understanding the importance of tobacco harm reduction and, as a result, the safer nicotine alternatives as one of the options to address combustible smoking. Largely, the perception portrayed by the English and Urdu newspapers through news stories, articles, and so on regarding tobacco harm reduction and safer nicotine alternatives is negative. This may be due to the strong opposition to safer nicotine alternatives by the organizations working on tobacco control in Pakistan. However, on the other hand, there has been positive coverage of safer nicotine products, with the main message around how they can help adult smokers reduce harm to their health and ultimately quit smoking. Clearly, the print media need more awareness and education regarding tobacco harm reduction and safer nicotine alternatives. The emphasis should be on providing evidence-based information about safer nicotine alternatives and their role in addressing the issue of combustible smoking prevalence.