The business model (BM) disclosures in integrated reports portray how resources provided by stakeholders are utilised to create value. Given the voluntary and unaudited nature of the disclosure, this makes it susceptible to manipulation by management. By employing impression management (IM) techniques, management can shape the information to craft a favourable image. This paper aims to determine whether Johannesburg Securities Exchange (JSE)-listed entities adopt IM strategies by manipulating the tone of the BM disclosure provided in their integrated reports. A quantitative content analysis was utilised, and the BM disclosure section of the Top 100 JSE-listed entities was analysed for the period ending 2018. Each sentence was coded for the tone of the disclosure (positive or non-positive), the type of information (quantitative or qualitative), the period (forward or non-forward) and the content of the information (inputs, business activities and outputs or outcomes). This paper found that a non-positive tone was more dominant in the BM disclosure made by JSE-listed entities, suggesting minimal use of IM techniques. Further, most information was non-forward-looking, indicating that a positive tone and forward-looking information may not be used for IM in BM disclosure. However, most information was qualitative and mainly focused on the resources needed in the value creation process rather than describing the value created for stakeholders (outcomes), allowing management to change narratives to potentially apply IM. The Pearson Chi-square did not indicate a significant association between tone and the time or type of information. However, a significant association was found between tone and the topics’ content, which could indicate the use of IM with respect to BM Topics. This paper extends the body of knowledge within a South African context of the use of IM, specifically in BM disclosures of integrated reports.