Background and challenges to implementation Sri Lanka isa country which tries its best to regulate the tobacco industry in the Asianregion. Major government policies have been changed based on the FCTCrecommendations. With this scenario, the tobacco industry has shown itsinfluence through media where we observed more than 100 industry favorablearticles being published before and after the new tobacco control policyadjustments. The industry tried to mislead public, policy makers and otherrelated parties. Therefore it was necessary to reveal the true facts to thecountry.Intervention or responseThe mediadiscussion was held under the support of Ministry of Mass Media and Center forCombatting Tobacco - a newly established body to monitor and report the tobaccoindustry efforts under the FCTC recommendation 5.3 with the presence of over 30media stations. The facts were delivered by veterans of the field includingeconomists, lecturers and doctors. A press release with the evidence basedfacts to counter the tobacco industry false statements was distributed among100 media personnel and opinion leaders.Results and lessons learntTwo TV channels, sixnewspapers, and two web based news streams exposed the incorrect facts oftobacco industry. The media discussion created a platform for the journaliststo raise their matters regarding the existing and planned tobacco controlpolicies. The existing structures like Ministry of Mass media was utilized wellto organize such an event which saved money, time and also gained the attentionof the media.Conclusions and key recommendationsA media discussion is a goodmethod to expose the tobacco industry false statements and unethical mediapractices of the agencies to a mass audience based on evidence based, updatedfacts and details. The facts derived from credible sources and presented by theprofessionals who are actively engaged in tobacco prevention could help tobuild faith in people regarding the facts presented.
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