This article aims to analyze the relevance of international treaties and how they affect domestic policies as well as are affected by the states that participate in it. To this end, the Framework Convention on Tobacco Control of the World Health Organization will be analyzed. This treaty, from 2003 and ratified by Brazil in 2005, is a good example, as will be defended in this article, of how the domestic and the international affect eachother and from this contact, national and international policies are formulated. This research will carry out a case study to analyze the disputes that occur in the domestic sphere and are outsourced to the international, in particular in the theme of smoking and tobacco. To this end, the Souza Cruz tobacco industry, the largest in Brazil, will be analyzed from the point of view of its strategies for advertising and sponsorship of tobacco products, while the Conferences of the Parties, which take place every two years between the Member States, seek efficiency in the implementation of the Article 13 guidelines of the Convention, which deals with this theme. The case study aims to map the relationship between industry strategies and reactive actions of the Conferences of the Parties, in order to understand how Member States could achieve tobacco control more quickly and efficiently, without companies finding gaps in national legislations or in the difficulty of monitoring the norms already implemented in the country.