Rainbow smoke screen: when industry presents itself as an ally of the LGBTIQ+ community

The tobacco industry readily presents itself as an ally of the LGBTIQ+ community by funding associations and promoting messages of inclusion.

However, this inclusive stance masks a much more ambivalent reality: for decades, the industry has specifically targeted this community through advertising campaigns. Furthermore, in Switzerland, the tobacco industry financially supports the UDC, a conservative party that systematically opposes the rights of LGBTIQ+ people.

In the spring of 2025, cigarette manufacturers removed pages from their website describing their commitment to LGBTIQ+ people. They also stopped communicating on this topic on social media. Their support for the LGBT cause thus appears to be an opportunistic communication tool, abandoned as soon as it no longer serves their political or commercial interests.