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Highlights: [•] The paper analyzes public concerns about haze in Indonesia, Singapore and Malaysia. [•] It compares crises in 1997, 2005, and 2013, using newspaper content analysis. [•] Public debate is increasingly critical of Indonesia and palm oil companies. [•] The Association of South East Asian Nations (ASEAN) treaty on haze is criticized. [•] Public criticism is becoming more overt despite media controls. [ABSTRACT FROM AUTHOR]