Dataset for: Tobacco Industry Messaging around Harm: Narrative Framing in PMI and BAT Press Releases and Annual Reports 2011 to 2021

This dataset includes Annual Reports and Press releases from British American Tobacco and Philip Morris International published between 2011 and 2021 containing one or more of the keywords: harm, risk, HTP, heat, e-cig/e-cigarette, vap and any of their variants.

The data was qualitatively coded using an existing codebook, which is also included in the dataset.

The dataset relates to corporate communications around harm and risk, and was collected in order to understand how particular narrative frames might interfere with public health policy relating to tobacco.

commercial determinants of health, tobacco control, public health, qualitative coding, thematic analysis, corporate narrative
Tools, technologies and methods

Cite this dataset as:
Fitzpatrick, I., Dance, S., Silver, K., Violini, M., Hird, T., 2022. Dataset for: Tobacco Industry Messaging around Harm: Narrative Framing in PMI and BAT Press Releases and Annual Reports 2011 to 2021. Bath: University of Bath Research Data Archive. Available from:


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Access on request: Data files created for this research may be accessed on reasonable request by academics and other bona fide researchers.


Sarah Dance
University of Bath

Karin Silver
University of Bath

Marzia Violini
University of Bath

Tom Hird
University of Bath


University of Bath
Rights Holder


Temporal coverage:

From 1 January 2011 to 31 December 2021


Data collection method:

PMI and BAT were selected based on their market value - largest and second largest transnational tobacco companies worldwide in 2021. All annual reports were saved. Press releases were filtered for inclusion based on the use of any of researcher-identified key words relating to harm reduction, these were risk, htp, harm, heat, e-cig/e-cigarette and vap. Press releases and annual reports covering the relevant date range (2011–2020) containing any of the pre-identified keywords were downloaded directly from company webpages. Boydstun et al.’s Policy Frames Codebook was used as a framework to code paragraphs that contained any of the target keywords. Relevant text was coded in paragraphs and undertaken by four coders. All relevant text was double coded.

Data processing and preparation activities:

Duplicated press releases were deleted prior to the start of analysis

Technical details and requirements:

NVivo AntConc


Bloomberg Philanthropies

Bloomberg STOP

Publication details

Publication date: 3 October 2022
by: University of Bath

Version: 1


URL for this record:

Related papers and books

Fitzpatrick, I., Dance, S., Silver, K., Violini, M., and Hird, T. R., 2022. Tobacco industry messaging around harm: Narrative framing in PMI and BAT press releases and annual reports 2011 to 2021. Frontiers in Public Health, 10. Available from:

Contact information

Please contact the Research Data Service in the first instance for all matters concerning this item.

Contact person: Iona Fitzpatrick


Faculty of Humanities & Social Sciences