BACKGROUND: Positioning itself as a progressive and inclusive advocate for LGBTIQ rights has become a common strategy employed by the tobacco industry (TI), and Switzerland is no exception. This study analyses the manifestation of “pinkwashing” within the Swiss context, a country marked by major delays in tobacco control. The research seeks to explore the scope and mechanisms of these strategies.
METHODS: A study of TI's communications and its links with LGBTIQ associations was carried out on TI's websites, social networks and internal documents, as well as on the activities of LGBTIQ associations. Findings were then compared with TI financial support of political parties and the smoking rate among LGBTIQ people in Switzerland.
RESULTS: This study highlights the strong use of LGBTIQ themes as a public relations tool by TI in Switzerland. Philip Morris International (PMI) and Japan Tobacco International (JTI) have both received the Swiss LGBTI label from local Swiss LGBTIQ associations, actively participate in Pride events, and extensively promote their involvement through websites and social media.
As in other countries, their financial support for politics contrasts sharply with these commitments. PMI has been a major supporter of the far-right UDC party, known for its strong opposition to extending rights to LGBTIQ individuals. Meanwhile, LGBTIQ people, heavily targeted by TI marketing, have significant higher smoke rate in Switzerland.
CONCLUSIONS: This situation is made possible by the laxity of Swiss legislation. Public support of LGBTIQ-rights offers TI serious commercial gains. Freedom and inclusion are a pillar of its discourse, enabling it to attract new employees and present itself as a generous partner and a good neighbour. LGBTIQ people should be informed of TI duplicity and Switzerland should, as recommended in Article 13, ban TI's ‘socially responsible’ practices in order to put an end to the use of its ‘pinkwashing’ strategy.