A systematic investigation of tobacco industry sourced data relating to illicit tobacco trade featured in Pakistan's media coverage (2015-2020).

This paper is, to our knowledge, the largest exploration of the use of data sourced from the tobacco industry within a country's media that has been undertaken to date, utilising a team of seven coders across the UK and Pakistan. Our findings reveal weaknesses within media coverage of ITT in Pakistan, both in English and Urdu language publications. We encourage the government to consider new standards to enhance transparency and promote factcheck journalism within media coverage in the country.