Key Points
- British Museum chose not to renew its 15-year sponsorship with JTI.
- UK government raised concerns about potential conflict with WHO tobacco-control rules.
- Research cited the sponsorship as part of JTI’s lobbying strategy.
- Critics have opposed the deal since 2016.
- Museum says sponsorship remains essential for long-term financial stability and public access.
2Firsts, November 20, 2025 — According to The Guardian, the British Museum opted not to renew its sponsorship agreement with Japan Tobacco International (JTI), which concluded in September. Documents obtained by Culture Unstained showed that government officials raised questions about the arrangement earlier this year.
The Times reported that the Department of Health and Social Care warned that the sponsorship could contravene the WHO Framework Convention on Tobacco Control. JTI’s name was subsequently removed from the museum’s website, coinciding with a report by the Tobacco Control Research Group describing the deal as part of the company’s lobbying strategy. JTI continues to support the Royal Academy of Arts and the London Philharmonic Orchestra.
Opposition to the partnership has persisted since 2016, when more than 1,000 experts signed an open letter criticising the sponsorship. Researchers and lawmakers cited concerns about reputational and ethical implications. The museum stated it was grateful for JTI’s support and stressed the importance of mixed funding in maintaining public access.
The issue adds to broader debates on corporate sponsorship in UK cultural institutions. The museum’s 2023 deal with BP has also drawn significant scrutiny, with recent fundraising events disrupted by protests. Museum leadership maintains that donations are assessed on legality and reputational risk.
Image source: The Guardian
