BACKGROUND: Tobacco companies have long used Corporate Social Responsibility (CSR) as a tool to shape public perception, maintain market dominance, and influence policymaking (Fitzpatrick et al., 2022). In Vietnam, these companies leverage CSR activities to project a responsible image, gain media visibility, and strengthen ties with policymakers. However, these strategical activities often mask their true intentions, creating obstacles to addressing tobacco-related public health issues.
METHODS: This study examines the underlying motives of CSR activities from three transnational tobacco companies (TTCs)—Philip Morris International (PMI), British American Tobacco (BAT), and Japan Tobacco International (JTI)—and the dominant domestic company, Vinataba. By analyzing their 2023 integrated reports and social media content, the research uncovers how CSR is strategically deployed to promote new tobacco products under the guise of responsibility.
RESULTS: TTCs emphasize transitioning to reduced-risk (JTI), smoke-free (PMI), or smokeless (BAT) products, branding them as socially responsible alternatives. For instance, PMI markets heated tobacco products as solutions for smokers unable to quit, while JTI includes reduced-risk products in its sustainability goals. TTCs also exploit ESG (Environmental, Social, Governance) frameworks to align with societal expectations while maintaining profitability. BAT connects executive remuneration to ESG goals, promotes career programs like “Battle of Mind,” and showcases workplace awards to attract young talent.
In contrast, Vinataba highlights financial contributions and supply chain responsibilities to present itself as a socially accountable company
CONCLUSIONS: These findings highlight the urgent need to expose CSR as a deceptive tool for reputation management and product promotion. Policymakers must enforce stricter regulations to ban CSR, while public health campaigns should prioritize uncovering and countering these narratives to protect public health and advance tobacco control efforts.