Tobacco Tax Increases: A Discourse Analysis of the French Print and Web News Media from 2000 to 2020

Abstract

Lobbying led by the tobacco industry and tobacconists is a barrier to reducing smoking prevalence in France. Here, we analyze the discourse of the tobacco industry and other key actors (public health agencies, politicians, etc.) in the French general-audience news media from 2000 to 2020 around tobacco tax increases, which is one of the most effective tobacco control measures, especially amongst youth. We queried Europresse (a European news media and specialized press database) using the keywords “increase”, “price or taxes”, and “tobacco or cigarettes”, and found 5409 topic-relevant articles, from which we extracted 8015 arguments for or against the measure. In total,64.3% were against the measure (mostly on grounds of “ufueling the black market”), 32.1% were for the measure (mostly claiming it is “effective at reducing smoking prevalence”), and 1.8% proposed alternative measures. Tobacconists, the primary source of media content on the topic, led a discourse that was strongly opposed to tax increases. Public health agencies, which attracted only half as much media attention, were strongly supportive of the measure. Analysis of discourses relayed in the French general-audience press revealed overwhelming opposition to tobacco tax increases, and this discourse was widely advanced by tobacconists. The results were congruent with international literature that had highlighted a similar set of arguments to those found in the French general press that were broadcasted by the tobacco industry and its allies (tobacconists in France) in an effort to block this evidence-based public health measure.

Analyzing arguments on tobacco tax increases. Focus on French parliamentary questions and responses, 2000–2020

“…As the role of MPs is to represent constituents, it could be assumed that they are more likely to relay their concerns, including those from tobacconists. This predominance of anti-taxation arguments is also identified in the general press 24 . It could indicate the existence of direct lobbying by economic actors aimed at spreading anti-taxation arguments through MPs.…”

“…First, it reveals that in France, MPs from border areas tend to submit more questions on tobacco taxation than non-border MPs. As one of the major arguments against taxation increases is linked with cross-border and illicit trade, this result could indicate that tobacconists of border departments are close to MPs and pressure them to disseminate arguments in parliamentary debates, as tobacconists do through the general press 24 .…”

“…What is the geographical origin of the MPs submitting the questions, and which ministries are targeted? We analyze this information to determine whether MPs from border departments show higher parliamentary activity than non-border MPs, in connection with the idea spread through the press that tax increases lead to cross-border trade to the detriment of tobacco retailers 24 . By focusing on the targeted ministries by MPs it is possible to determine whether they consider tobacco taxation as an economic or a health issue.…”