BACKGROUND: In 2023, the UK government proposed a landmark Bill introducing a generational ban on tobacco product sales and tackling nicotine product (NP) use among youth. The tobacco and nicotine industries’ response to this Bill has not yet been examined.
METHODS: We collected 43 consultation and evidence submissions from tobacco and nicotine industry-linked actors and used an evidence-based taxonomy of Corporate Political Activity to identify framing strategies.
RESULTS: Submissions were from transnational tobacco companies (TTCs) and actors with current TTC connections (42%), Other Tobacco Product (OTP) and nicotine product (NP) specialists, and general retailers.
Many actors portrayed their industry as ‘good’, with TTCs presenting themselves as champions of public health whilst framing policymakers, public health advocates and researchers, and other irresponsible industry actors as ‘bad’.
TTCs, linked actors and other OTP specialists opposed the generational sales ban, arguing it lacked supporting evidence, would harm the economy, and increase anti-social behaviours against retailers. Proposed alternatives included raising the age-of-sale to 21 and exempting heated tobacco products and OTPs.
Similarly, TTCs, and NP actors and their respective linked groups argued against restrictions on NP flavours, packaging, and display, framing such measures as threats to rights and innovation, and as drivers of illicit trade and smoking relapse. Proposed alternatives were education-focused approaches and self-regulation.
CONCLUSIONS: Tobacco and nicotine industries, particularly TTCs and TTC-linked actors, used strategic framing to undermine the UK Tobacco and Vapes Bill while portraying themselves as public health champions. Whilst companies continue to sell tobacco and NPs and to oppose related policy measures, policymakers, advocates, and researchers must remain vigilant to protect and advance public health.