Smoke knows no boundaries: how Malaysian newspapers frame no-smoking policy

ABSTRACT Morbidity and mortality associated with tobacco use pose a serious health challenge worldwide, especially in low- and middle-income countries, including Malaysia. This empirical study examined how six major Malaysian newspapers presented a no-smoking policy issue using two key dimensions of framing: story theme and tone of coverage. The content analysis (N = 820 articles) revealed that the no-smoking policy was primarily depicted as a law enforcement issue rather than health effects, economic impact, or individual choice. Overall, no-smoking stories were described using a positive tone. Whereas mainstream media often presented a favourable view of the issue, alternative media were more likely to present it in a neutral and balanced manner. The findings of this study can help policymakers to comprehend the complexities surrounding the challenges of developing and sustaining public health policies, and more importantly, the importance of pursuing a policy devoid of partisan sentiment.