BACKGROUND-AIM:
Health professionals play a central role in tobacco control through cessation support, clinical practice and guidelines, research, and policy engagement. Their high levels of public trust and credibility among policymakers, make them strategically valuable to the tobacco industry, particularly as companies claim corporate “transformation” and promote newer nicotine and tobacco products under “tobacco harm reduction” narratives. This study synthesises evidence on how the industry targets health professionals and examines implications for policy and practice.

METHODS:
A narrative synthesis was conducted drawing on evidence summarised on the TobaccoTactics knowledge exchange platform, including industry documents, and academic and ‘grey’ literature. Tactics were mapped, and a recent documented case of Philip Morris GmbH engaging dental professionals was used to illustrate contemporary strategies.

RESULTS:
Industry targeting of health professionals is longstanding and appears to have resurfaced with the expansion of newer nicotine and tobacco products. The overarching aim is to shift discourse from ending tobacco use to accepting continued consumption of newer products. Five common tactics used by tobacco companies and linked third-party organisations were identified: • Sponsorship and education: funding conferences, training, and continuing professional development to gain access and implied legitimacy • Research activity and funding: engaging in and funding research to shape scientific evidence and debate • Professional association engagement: offering sponsorship or resources to influence organisational positions and clinical guidance • Clinical, educational and professional media materials: supplying “harm reduction”-framed resources – including articles, sponsored content and commentary in professional magazines – to normalise product substitution • Recruitment of professional advocates: positioning some clinicians as Key Opinion Leaders (KOLs) to disseminate industry narratives within peer networks The dental case shows efforts to normalise e-cigarettes and heated tobacco products by framing them as cessation tools despite unclear long-term evidence and documented risks – a strategy directly conflicting with existing cessation guidelines.

CONCLUSIONS:
Engagement with health professionals is a strategy used by the tobacco industry to build credibility, influence clinical norms and access policy discussions. These activities risk undermining public health goals, distorting research priorities, and weakening professional independence. Strengthened safeguards are vital, including training to recognise industry influence, mandatory disclosure of conflicts of interest and consistent application of the principles of WHO FCTC Art. 5.3 across health, research and education sectors. Protecting the integrity of health professionals is essential to prevent industry-generated narratives from shaping clinical practice and public health policy.