Targeted and Discredited: The Advocate Who Faced a Smear Campaign After Exposing Industry Ties
After revealing high-profile endorsements of a tobacco-funded product, George Bakhturidze became the target of a coordinated campaign to damage his reputation and undermine Georgia’s tobacco control system. However, the tactics failed as law enforcement trumped the smear campaigns while the implementation of tobacco control policies continued.
How a Smear Campaign Failed to Derail Tobacco Control: The Story of George Bakhturidze’s Fight for Transparency in Georgia
George Bakhturidze is the Chair of the Tobacco Control Alliance and founder of the FCTC Implementation and Monitoring Center in Georgia (FCTC IMCG). He led efforts on plain packaging, tobacco ad bans, and enforcement monitoring. From 2008 to 2021, Georgia saw an estimated 1,977 lives saved due to tobacco control efforts.
George is also a collaborator for the Global Tobacco Industry Interference Index (GTI), producing the civil society survey report on Article 5.3 Implementation for Georgia.
*Lives Saved Estimate: The estimate of lives saved is based on a comparison of Global Burden of Disease (GBD) data. The number was derived by comparing the number of deaths attributed to tobacco use as a risk factor in 2008 with those reported in 2021, as reported in the GBD dataset.
The Tactic: Smear Campaign to Discredit Tobacco Control Efforts
A coordinated smear campaign via media and a business association was allegedly launched to discredit FCTC IMCG after George exposed ties between former health officials and Philip Morris International's (PMI) heated tobacco promotions, which violated Georgia’s tobacco advertising, promotion, and sponsorship (TAPS) laws.
The Incident: Exposure of Industry Ties Triggers Media Attacks
In 2021, FCTC IMCG exposed that former Ministers of Health were involved in campaigns for IQOS (by PMI) despite Georgia’s TAPS law. The events promoted the product as harm reduction. This triggered media articles that alleged misuse of government funds and implicating George’s wife , which were proven false .
The Response: Legal Action and Public Defense Against Attacks
George filed a defamation case in Tbilisi Civil Court (Oct 2022) and complaints to the Georgian Charter of Journalistic Ethics. The NCDC issued a public statement defending FCTC IMCG and rejecting the attacks. Ethics violations were confirmed by the GCJE in July and October 2022.
The Outcome: Advocacy Continued, Reputation Defended
Smear campaigns failed to stop enforcement— FCTC IMCG continued monitoring 20,000+ public spaces annually— Georgia implemented plain packaging in April 2025 . Reputation was defended through law and transparency.
Why It Matters
This case shows civil enforcement can survive when backed by law, ethics, and solidarity, even when exposing high-level conflicts triggers a reputational counterattack.
Disclaimer
This case study is based on publicly documented legal rulings, media reports, organizational statements, and other publicly available sources. It also relies on information provided by civil society actors who are not affiliated with the tobacco industry. All references to individuals and organizations are based on their publicly known affiliations and roles in documented proceedings. This may include accounts of alleged misconduct grounded in private documentation retained by individuals involved. All materials are presented as reported by the source and conveyed in the public interest. This is not intended as definitive legal conclusions but is shared for educational and advocacy purposes, in line with responsible reporting standards and applicable law.