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The theoretical reference is based on institutional work, contemporaneously used in the analysis of interorganisational relations. From this perspective, the proposal is to analyse the capacity of external agents to provoke changes in the institutional context of controversial industries. Thus, the object of analysis is the Brazilian tobacco sector. The cyclic model of institutional stability and change was used in the research to identify how external pressures have led to measures to eradicate child labour in tobacco crops. The results of the survey demonstrate the actions that were taken by tobacco companies to eliminate the use of child labour and the difficulties they faced in this process.