Tobacco and alcohol are risk factors for human papillomavirus–negative head and neck squamous cell carcinoma (HPV
−
HNSCC), which arises from the mucosal epithelium of the upper aerodigestive tract. Notably, despite the mutagenic potential of smoking, HPV
−
HNSCC exhibits a low mutational load directly attributed to smoking, which implies an undefined role of smoking in HPV
−
HNSCC. Elevated
YAP
(Yes-associated protein) mRNA is prevalent in HPV
−
HNSCC, irrespective of the
YAP
gene amplification status, and the mechanism behind this upregulation remains elusive. Here, we report that oxidative stress, induced by major risk factors for HPV
−
HNSCC such as tobacco and alcohol, promotes
YAP
transcription via TM4SF19 (transmembrane 4 L six family member 19). TM4SF19 modulates
YAP
transcription by interacting with the GABP (Guanine and adenine-binding protein) transcription factor complex. Mechanistically, oxidative stress induces TM4SF19 dimerization and topology inversion in the endoplasmic reticulum membrane, which in turn protects the GABPβ1 subunit from proteasomal degradation. Conversely, depletion of TM4SF19 impairs the survival, proliferation, and migration of HPV
−
HNSCC cells, highlighting the potential therapeutic relevance of targeting TM4SF19. Our findings reveal the roles of the key risk factors of HPV
−
HNSCC in tumor development via oxidative stress, offering implications for upcoming therapeutic approaches in HPV
−
HNSCC.