---
title: UK tobacco & nicotine media reputation tracker – August 2026
canonical_url: https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08
type: dataset
publisher: Omniscan
sector: UK Tobacco & Nicotine
period: August 2026
coverage_start: '2026-08-01'
coverage_end: '2026-08-31'
date_published: '2026-09-01'
last_updated: '2026-09-01'
organisations: 5
articles_analysed: 407
mentions: 161
data_download: https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08/data.json
summary: Imperial Brands had the highest average monthly share of coverage (42.2%)
  among 5 companies in UK earned media from 1 August 2026 to 31 August 2026, ahead
  of BAT (33.5%) and Philip Morris (13.7%).
---

# UK tobacco & nicotine media reputation tracker: August 2026 (1 August 2026–31 August 2026)

> Imperial Brands had the highest average monthly share of coverage (42.2%) among 5 companies in UK earned media from 1 August 2026 to 31 August 2026, ahead of BAT (33.5%) and Philip Morris (13.7%). Philip Morris had the most favourable net tone (+45). Omniscan analysed 407 articles containing 161 mentions of the companies tracked.

Interactive version: https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08

## UK Tobacco & Nicotine ranking by share of coverage, August 2026

| Rank | Organisation | Average monthly share of coverage | Mentions | Positive | Neutral | Negative | Net tone |
| --- | --- | --- | --- | --- | --- | --- | --- |
| 1 | Imperial Brands | 42.2% | 68 | 35% | 28% | 37% | −1 |
| 2 | BAT | 33.5% | 54 | 28% | 55% | 17% | +11 |
| 3 | Philip Morris | 13.7% | 22 | 45% | 55% | 0% | +45 |
| 4 | JTI | 8.7% | 14 | 14% | 86% | 0% | +14 |
| 5 | Elf Bar | 1.9% | 3 | 0% | 100% | 0% | 0 |

## Companies in detail

### Imperial Brands

**Imperial Brands’ visibility swung between leadership and sharp retreats**

Imperial Brands ranked 1st of 5 by average monthly share of coverage (42.2%) in the UK Tobacco & Nicotine benchmark for August 2026, with 68 mentions and a net tone of −1.

August produced another large increase, to 42.2% and first place, amid reports of thousands of planned job cuts and the launch of Players Classic. Imperial Brands has launched Players Classic, a full-strength value cigarette, in Kingsize and Superking formats for the UK market. The company says the range is aimed at value-conscious adult smokers and independent retailers. Imperial Brands shares rose 1.16% to £27.91 in Friday trading, outperforming the broader market session. The shares remained below their 52-week high. Imperial Brands is reportedly planning thousands of layoffs in the US and Europe to reduce costs and achieve annual savings by 2030. The changes include outsourcing some roles and adapting to consumer shifts toward alternative nicotine products. Imperial Brands is reportedly cutting thousands of jobs across the US and Europe to support its savings plan. The company is also exiting the US e-cigarette market following regulatory setbacks for blu.

Key messages:

- Imperial Brands has launched Players Classic, a full-strength value cigarette, in Kingsize and Superking formats for the UK market. The company says the range is aimed at value-conscious adult smokers and independent retailers.
- Imperial Brands shares rose 1.16% to £27.91 in Friday trading, outperforming the broader market session. The shares remained below their 52-week high.
- Imperial Brands is reportedly planning thousands of layoffs in the US and Europe to reduce costs and achieve annual savings by 2030. The changes include outsourcing some roles and adapting to consumer shifts toward alternative nicotine products.
- Imperial Brands is reportedly cutting thousands of jobs across the US and Europe to support its savings plan. The company is also exiting the US e-cigarette market following regulatory setbacks for blu.
- The article considers Imperial Brands within the UK-listed consumer-stock market backdrop. It outlines investor monitoring points including future disclosures, cash generation, balance-sheet capacity and capital allocation.

Leading themes:

- Financial Results & Shareholder Returns: 52.9% of Imperial Brands's coverage (theme index 1.41, net tone +39)
- Leadership & Strategy: 33.8% of Imperial Brands's coverage (theme index 2.86, net tone −96)
- Retail & Distribution: 10.3% of Imperial Brands's coverage (theme index 3.19, net tone +100)

Notable positive coverage:

- 6 August 2026, conveniencestore.co.uk: [Imperial Brands launches Players Classic cigarettes](https://www.conveniencestore.co.uk/products/imperial-brands-launches-players-classic-cigarettes/722166.article). Imperial Brands has launched Players Classic, a full-strength value cigarette sold in Kingsize and Superking formats for £14.60. The product is positioned for value-conscious UK smokers and independent retailers.
- 7 August 2026, marketwatch.com: [Imperial Brands climbs Friday, outperforms market](https://www.marketwatch.com/data-news/imperial-brands-climbs-friday-outperforms-market-259dfe0d-324a29fd7cad). Imperial Brands shares rose 1.16% to £27.91 in Friday trading, outperforming the broader market session. The shares remained below their 52-week high.
- 7 August 2026, wholesalemanager.co.uk: [Imperial Brands expands Players range with introduction of Players Classic value cigarette](https://wholesalemanager.co.uk/imperial-brands-expands-players-range-with-introduction-of-players-classic-value-cigarette/). Imperial Brands has launched Players Classic, a full-strength value cigarette, in Kingsize and Superking formats for the UK market. The company says the range is aimed at value-conscious adult smokers and independent retailers.

Notable negative coverage:

- 10 August 2026, reuters.com: [FTSE 100 eases after rally as Imperial Brands slumps on job cut report](https://www.reuters.com/world/uk/uk-stock-indexes-subdued-investors-await-gdp-data-2026-08-10/). Imperial Brands shares fell 4.6% after a report that it is preparing thousands of job cuts to reduce costs. BAT shares also declined during the London market session.
- 10 August 2026, qz.com: [Imperial Brands cutting thousands of jobs in U.S. and Europe](https://qz.com/imperial-brands-layoffs-us-europe-itg-brands-081026). Imperial Brands is reportedly cutting thousands of jobs across the US and Europe to support its savings plan. The company is also exiting the US e-cigarette market following regulatory setbacks for blu.
- 10 August 2026, lse.co.uk: [Imperial Brands to cut thousands of jobs in US, Europe - report](https://www.lse.co.uk/news/imperial-brands-to-cut-thousands-of-jobs-in-us-europe-report-90g4ai05c0lxlmj.html). Imperial Brands is reportedly preparing thousands of job cuts in the US and Europe as part of a broad cost-cutting programme. Some ITG Brands roles are expected to be outsourced to Capgemini.

- [Imperial Brands deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08?entity=imperialbrands&view=deep-dive)
- [Imperial Brands PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08/reports/imperialbrands.pdf)

### BAT

**BAT leads as restructuring and smokeless growth reshape coverage**

BAT ranked 2nd of 5 by average monthly share of coverage (33.5%) in the UK Tobacco & Nicotine benchmark for August 2026, with 54 mentions and a net tone of +11.

British American Tobacco repurchased 780,162 shares for cancellation under its ongoing buyback programme. The article says its shares fell amid technical selling pressure and cites regulatory and volume headwinds alongside its shift toward reduced-risk products. British American Tobacco repurchased 780,162 shares for cancellation under its ongoing buyback programme. The article says its shares fell amid technical selling pressure and cites regulatory and volume headwinds alongside its shift toward reduced-risk products. BAT announced that CMO Luciano Comin will retire in February 2027 after 34 years with the group. Pascale Meulemeester will succeed him, while Celina Li is set to take an APMEA regional leadership role. British American Tobacco is presented as a steady UK defensive income stock while precious-metals miners led the market. The piece links its investment appeal to cash generation and the UK gilt-yield backdrop.

Key messages:

- British American Tobacco repurchased 780,162 shares for cancellation under its ongoing buyback programme. The article says its shares fell amid technical selling pressure and cites regulatory and volume headwinds alongside its shift toward reduced-risk products.
- BAT announced that CMO Luciano Comin will retire in February 2027 after 34 years with the group. Pascale Meulemeester will succeed him, while Celina Li is set to take an APMEA regional leadership role.
- British American Tobacco is presented as a steady UK defensive income stock while precious-metals miners led the market. The piece links its investment appeal to cash generation and the UK gilt-yield backdrop.
- BAT's dividend reinvestment by a non-executive director is presented as support for its shareholder-income proposition. The article cites a projected 2027 dividend of $3.28 per share and a 5.83% forward yield.
- BAT shares were trading below a technical resistance level as the company extended its share-buyback programme to October 2026. The article also notes its quarterly dividend and continuing shareholder returns.

Leading themes:

- Financial Results & Shareholder Returns: 61.1% of BAT's coverage (theme index 1.72, net tone 0)
- Smoke-Free Products & Vapes: 16.7% of BAT's coverage (theme index 1.78, net tone +44)
- Leadership & Strategy: 9.3% of BAT's coverage (theme index 0.34, net tone 0)

Notable positive coverage:

- 26 August 2026, marketwatch.com: [British American Tobacco rises Wednesday, outperforms market](https://www.marketwatch.com/data-news/british-american-tobacco-rises-wednesday-outperforms-market-df835c35-c7e90648e050?mod=mw_quote_news). British American Tobacco shares rose 2.54% to £42.38 in London trading, outperforming a declining FTSE 100 session. The stock remained 20.43% below its 52-week high.
- 6 August 2026, asiantrader.biz: [BAT CMO Luciano Comin to Retire After 34 Years](https://www.asiantrader.biz/bat-cmo-luciano-comin-retirement). BAT announced that CMO Luciano Comin will retire in February 2027 after 34 years with the group. Pascale Meulemeester will succeed him, while Celina Li is set to take an APMEA regional leadership role.
- 31 August 2026, kalkinemedia.com: [Who Held The Income Line While Miners Grabbed The Headlines Last Week?](https://kalkinemedia.com/uk/stocks/dividend/who-held-the-income-line-while-miners-grabbed-the-headlines-last-week). British American Tobacco is presented as a steady UK defensive income stock while precious-metals miners led the market. The piece links its investment appeal to cash generation and the UK gilt-yield backdrop.

Notable negative coverage:

- 27 August 2026, marketwatch.com: [British American Tobacco falls Thursday, underperforms market](https://www.marketwatch.com/data-news/british-american-tobacco-falls-thursday-underperforms-market-a8846ca3-f8435ba40378?mod=mw_quote_news). British American Tobacco shares fell 2.03% to £41.52 and underperformed in the reported trading session. The stock closed 22.04% below its 52-week high, on below-average volume.
- 25 August 2026, marketwatch.com: [British American Tobacco falls Tuesday, underperforms market](https://www.marketwatch.com/data-news/british-american-tobacco-falls-tuesday-underperforms-market-468a0d8f-af5a25479553?mod=mw_quote_news). British American Tobacco shares fell 1.45% to £41.33 in London trading, underperforming the rising FTSE 100. The stock closed 22.4% below its 52-week high.
- 27 August 2026, tradersunion.com: [British American Tobacco stock drops 2% after insider share purchases](https://tradersunion.com/news/stocks/show/3129829-british-american-tobacco-slides-1-6percent/). British American Tobacco shares fell as selling pressure persisted despite dividend-reinvestment purchases by CEO Tadeu Marroco and an associated person. The technical analysis described the stock as trading below key moving averages.

- [BAT deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08?entity=bat&view=deep-dive)
- [BAT PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08/reports/bat.pdf)

### Philip Morris

**Philip Morris ranked third amid smoke-free launches and illicit-trade research**

Philip Morris ranked 3rd of 5 by average monthly share of coverage (13.7%) in the UK Tobacco & Nicotine benchmark for August 2026, with 22 mentions and a net tone of +45.

August rose to 22 mentions and 13.7%, with Bahar Demirci’s smoke-free leadership appointment and ZYN’s Rolling Stone UK Awards sponsorship appearing alongside contextual reporting on nicotine-pouch growth and regulation. August 2026: Bahar Demirci was appointed to lead UK and Ireland smoke-free products — Convenience Store. Philip Morris International shares held near $194 as institutional investors added positions and analysts maintained a moderate-buy consensus. The article links investor interest to dividend cash flows and growth in smoke-free products. ZYN will again headline sponsor the Rolling Stone UK Awards in London and run music-festival activations. The nicotine-pouch brand is operated by PMI UK. Reuters examines nicotine pouches as a growth opportunity for BAT and Philip Morris amid cigarette declines and tightening regulation. BAT reports pouch-demand growth including in Britain, while both companies face youth-marketing and regulatory risks.

Key messages:

- Philip Morris Limited appointed Bahar Demirci as Senior Director of Smoke-Free Products for the UK and Ireland. She will lead strategy for PMI's smoke-free portfolio, including IQOS, VEEV and ZYN.
- Philip Morris International shares held near $194 as institutional investors added positions and analysts maintained a moderate-buy consensus. The article links investor interest to dividend cash flows and growth in smoke-free products.
- ZYN will again headline sponsor the Rolling Stone UK Awards in London and run music-festival activations. The nicotine-pouch brand is operated by PMI UK.
- Reuters examines nicotine pouches as a growth opportunity for BAT and Philip Morris amid cigarette declines and tightening regulation. BAT reports pouch-demand growth including in Britain, while both companies face youth-marketing and regulatory risks.
- Smoke-Free Products & Vapes accounted for 8 mentions in this edition.

Leading themes:

- Smoke-Free Products & Vapes: 36.4% of Philip Morris's coverage (theme index 4.6, net tone +25)
- Leadership & Strategy: 27.3% of Philip Morris's coverage (theme index 1.35, net tone +83)
- Regulation & the Generational Ban: 13.6% of Philip Morris's coverage (theme index 2.11, net tone 0)

Notable positive coverage:

- 20 August 2026, conveniencestore.co.uk: [Philip Morris Ltd appoints new senior director for its smoke-free ...](https://www.conveniencestore.co.uk/news/philip-morris-ltd-appoints-new-senior-director-for-its-smoke-free-products/722723.article). Philip Morris Limited appointed Bahar Demirci as UK and Ireland senior director for smoke-free products. She will lead strategy across PMI's smoke-free portfolio, including IQOS, VEEV and ZYN.
- 21 August 2026, retailtimes.co.uk: [Philip Morris Limited appoints new senior director of smoke-free products](https://retailtimes.co.uk/philip-morris-limited-appoints-new-senior-director-of-smoke-free-products/). Philip Morris Limited has appointed Bahar Demirci as Senior Director of Smoke-Free Products for the UK and Ireland. She will oversee the smoke-free portfolio and brand strategy across channels.
- 21 August 2026, scottishgrocer.co.uk: [Philip Morris hires new director of smoke-free products](https://scottishgrocer.co.uk/2026/08/21/philip-morris-hires-new-director-of-smoke-free-products/). Philip Morris Limited appointed Bahar Demirci as Senior Director of Smoke-Free Products in the UK and Ireland. Her role covers brand and category strategy for the company's smoke-free products.

- [Philip Morris deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08?entity=philipmorris&view=deep-dive)
- [Philip Morris PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08/reports/philipmorris.pdf)

### JTI

**JTI’s visibility settled around illicit-trade advocacy**

JTI ranked 4th of 5 by average monthly share of coverage (8.7%) in the UK Tobacco & Nicotine benchmark for August 2026, with 14 mentions and a net tone of +14.

In August 2026, JTI recorded 14 mentions, 8.7% of cohort coverage and rank #4, with net sentiment of +14. Coverage focused on Illicit Trade & Enforcement. JTI UK says a test-purchasing operation found illegal tobacco being sold by 14 of 41 independent shops visited in Bristol East. The company calls for stronger penalties, retail licensing and increased enforcement funding. JTI-backed research found that 31% of surveyed UK respondents had been offered illicit tobacco, while an Ennis survey found 63% of sampled packs lacked Irish duty-paid markings. The article notes these industry studies are not official estimates of illicit-market size. Independent editorial coverage profiled Jason Jhuti’s progression from convenience-store owner to Commercial Planning Executive at JTI. JTI should offer a named career-path feature explaining how his retail experience relates to commercial planning and training, adding an evidenced workforce dimension to its coverage and supporting differentiation from Elf Bar, which was 1.1 share points behind.

Key messages:

- JTI UK says a test-purchasing operation found illegal tobacco being sold by 14 of 41 independent shops visited in Bristol East. The company calls for stronger penalties, retail licensing and increased enforcement funding.
- JTI-backed research found that 31% of surveyed UK respondents had been offered illicit tobacco, while an Ennis survey found 63% of sampled packs lacked Irish duty-paid markings. The article notes these industry studies are not official estimates of illicit-market size.
- Illicit Trade & Enforcement accounted for 8 mentions in this edition.
- Regulation & the Generational Ban accounted for 3 mentions in this edition.

Leading themes:

- Illicit Trade & Enforcement: 57.1% of JTI's coverage (theme index 84, net tone 0)
- Regulation & the Generational Ban: 21.4% of JTI's coverage (theme index 3.5, net tone +33)
- Smoke-Free Products & Vapes: 14.3% of JTI's coverage (theme index 1.24, net tone 0)

- [JTI deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08?entity=jti&view=deep-dive)
- [JTI PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08/reports/jti.pdf)

### Elf Bar

**Regulation & the Generational Ban shaped Elf Bar's media profile during August 2026**

Elf Bar ranked 5th of 5 by average monthly share of coverage (1.9%) in the UK Tobacco & Nicotine benchmark for August 2026, with 3 mentions and a net tone of 0.

In August 2026, Elf Bar recorded 3 mentions, 1.9% of cohort coverage and rank #5, with net sentiment of 0. ELFBAR and Lost Mary urge retailers to respond to a consultation on vape display, packaging and naming restrictions under the Tobacco and Vapes Act. The suppliers cite projected retailer costs and argue for proportionate regulation. Regulation & the Generational Ban accounted for 3 mentions. This small sample is directional: it describes the articles found in August but is not large enough to establish a durable reputation pattern.

Key messages:

- Elf Bar recorded 3 mentions in August, so the findings are directional.
- ELFBAR and Lost Mary urge retailers to respond to a consultation on vape display, packaging and naming restrictions under the Tobacco and Vapes Act. The suppliers cite projected retailer costs and argue for proportionate regulation.
- Regulation & the Generational Ban accounted for 3 mentions.

Leading themes:

- Regulation & the Generational Ban: 100.0% of Elf Bar's coverage (theme index 17.56, net tone 0)

- [Elf Bar deep dive](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08?entity=elfbar&view=deep-dive)
- [Elf Bar PDF report](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08/reports/elfbar.pdf)

## Methodology

- **Share of coverage**: an organisation's mentions divided by all mentions of the organisations tracked in the same sector that month, in UK earned media. It is the central measure of media visibility in Omniscan benchmarks. "Average monthly share" is the mean of the monthly shares across the reporting period.
- **Mention**: one article that covers an organisation, classified as positive, neutral or negative in tone. Articles are deduplicated, and an organisation's own websites and passing sponsorship name-checks are excluded, so only earned media counts.
- **Net tone**: positive mentions minus negative mentions, as a percentage of all mentions (range −100 to +100).
- **Themes**: every article is assigned to one of the sector's editorial themes. A theme index above 1 means the organisation is covered on that theme more than its peers are; below 1 means less.
- **Calculation**: every figure is computed directly from the classified articles; narrative summaries are checked against those figures.
- **Sources**: UK national and international, trade and specialist, regional and local, and aggregator and syndication earned media.

## Other UK Tobacco & Nicotine editions

- [UK tobacco & nicotine media reputation tracker – 2026 year to date](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-ytd.md)
- [UK tobacco & nicotine media reputation tracker – H1 2026](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-h1.md)
- [UK tobacco & nicotine media reputation tracker – July 2026](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-07.md)
- [UK tobacco & nicotine media reputation tracker – September 2026](https://www.omniscan.ai/benchmarks/uk-tobacco-2026-09.md)
- [All Omniscan media benchmarks](https://www.omniscan.ai/benchmarks.md)

## How to cite

Omniscan, "UK tobacco & nicotine media reputation tracker", August 2026 (1 August 2026–31 August 2026), published 1 September 2026. https://www.omniscan.ai/benchmarks/uk-tobacco-2026-08