Governments and their stakeholders need data on how tobacco marketing occurs in their jurisdictions to make the case for the development and enforcement of WHO-recommended tobacco control policies. TERM fills the evidence gaps on the prevalence and nature of digital tobacco marketing by providing real-time systematic data, including for highly promoted products such as e-cigarettes.

Coalitions are crucial to the advancement of tobacco control policies. Coalitions are made even stronger when partners come to the issue from various angles. TERM offers insights of relevance to governments, the media, academics and advocates, bringing these diverse actors together around a common priority. As this case study demonstrates, developing a coalition of partners to amplify TERM findings can help build momentum for government action to strengthen tobacco control.