diff --git a/changelogs/fragments/template-tags-on-play-roles.yml b/changelogs/fragments/template-tags-on-play-roles.yml
new file mode 100644
index 00000000000..8954ba1b14b
--- /dev/null
+++ b/changelogs/fragments/template-tags-on-play-roles.yml
@@ -0,0 +1,2 @@
+bugfixes:
+  - Fix templating ``tags`` on plays and roles. (https://github.com/ansible/ansible/issues/69903)
diff --git a/lib/ansible/playbook/taggable.py b/lib/ansible/playbook/taggable.py
index db56225bd1a..64d8494b945 100644
--- a/lib/ansible/playbook/taggable.py
+++ b/lib/ansible/playbook/taggable.py
@@ -17,6 +17,8 @@
 
 from __future__ import annotations
 
+import typing as t
+
 from ansible.errors import AnsibleError
 from ansible.module_utils.six import string_types
 from ansible.module_utils.common.sentinel import Sentinel
@@ -25,7 +27,7 @@ from ansible.playbook.attribute import FieldAttribute
 from ansible._internal._templating._engine import TemplateEngine
 
 
-def _flatten_tags(tags: list) -> list:
+def _flatten_tags(tags: list[str | int]) -> list[str | int]:
     rv = set()
     for tag in tags:
         if isinstance(tag, list):
@@ -49,16 +51,28 @@ class Taggable:
 
         raise AnsibleError('tags must be specified as a list', obj=ds)
 
+    def _get_all_taggable_objects(self) -> t.Iterable[Taggable]:
+        obj = self
+        while obj is not None:
+            yield obj
+
+            if (role := getattr(obj, "_role", Sentinel)) is not Sentinel:
+                yield role  # type: ignore[misc]
+
+            obj = obj._parent
+
+        yield self.get_play()
+
     def evaluate_tags(self, only_tags, skip_tags, all_vars):
-        """ this checks if the current item should be executed depending on tag options """
+        """Check if the current item should be executed depending on the specified tags.
 
+        NOTE this method is assumed to be called only on Task objects.
+        """
         if self.tags:
             templar = TemplateEngine(loader=self._loader, variables=all_vars)
-            obj = self
-            while obj is not None:
+            for obj in self._get_all_taggable_objects():
                 if (_tags := getattr(obj, "_tags", Sentinel)) is not Sentinel:
                     obj._tags = _flatten_tags(templar.template(_tags))
-                obj = obj._parent
             tags = set(self.tags)
         else:
             # this makes isdisjoint work for untagged
diff --git a/test/integration/targets/tags/roles/a/tasks/main.yml b/test/integration/targets/tags/roles/a/tasks/main.yml
new file mode 100644
index 00000000000..86c04d61fa8
--- /dev/null
+++ b/test/integration/targets/tags/roles/a/tasks/main.yml
@@ -0,0 +1,2 @@
+- import_role:
+    name: b
diff --git a/test/integration/targets/tags/roles/b/tasks/main.yml b/test/integration/targets/tags/roles/b/tasks/main.yml
new file mode 100644
index 00000000000..ccff84f943d
--- /dev/null
+++ b/test/integration/targets/tags/roles/b/tasks/main.yml
@@ -0,0 +1,2 @@
+- debug:
+    msg: Tagged_task
diff --git a/test/integration/targets/tags/runme.sh b/test/integration/targets/tags/runme.sh
index 7dcb998560b..3e0828f5d2c 100755
--- a/test/integration/targets/tags/runme.sh
+++ b/test/integration/targets/tags/runme.sh
@@ -82,3 +82,21 @@ ansible-playbook test_template_parent_tags.yml --tags tag1 "$@" 2>&1 | tee out.t
 
 ansible-playbook test_template_parent_tags.yml --skip-tags tag1 "$@" 2>&1 | tee out.txt
 [ "$(grep out.txt -ce 'Tagged_task')" = "0" ]; rm out.txt
+
+ansible-playbook test_template_play_tags.yml "$@" 2>&1 | tee out.txt
+[ "$(grep out.txt -ce 'Tagged_task')" = "1" ]; rm out.txt
+
+ansible-playbook test_template_play_tags.yml --tags tag1 "$@" 2>&1 | tee out.txt
+[ "$(grep out.txt -ce 'Tagged_task')" = "1" ]; rm out.txt
+
+ansible-playbook test_template_play_tags.yml --skip-tags tag1 "$@" 2>&1 | tee out.txt
+[ "$(grep out.txt -ce 'Tagged_task')" = "0" ]; rm out.txt
+
+ansible-playbook test_template_role_tags.yml "$@" 2>&1 | tee out.txt
+[ "$(grep out.txt -ce 'Tagged_task')" = "1" ]; rm out.txt
+
+ansible-playbook test_template_role_tags.yml --tags tag1 "$@" 2>&1 | tee out.txt
+[ "$(grep out.txt -ce 'Tagged_task')" = "1" ]; rm out.txt
+
+ansible-playbook test_template_role_tags.yml --skip-tags tag1 "$@" 2>&1 | tee out.txt
+[ "$(grep out.txt -ce 'Tagged_task')" = "0" ]; rm out.txt
diff --git a/test/integration/targets/tags/test_template_play_tags.yml b/test/integration/targets/tags/test_template_play_tags.yml
new file mode 100644
index 00000000000..f6bc2d40299
--- /dev/null
+++ b/test/integration/targets/tags/test_template_play_tags.yml
@@ -0,0 +1,8 @@
+- hosts: localhost
+  gather_facts: false
+  vars:
+    t: tag1
+  tags: "{{ t }}"
+  tasks:
+    - debug:
+        msg: Tagged_task
diff --git a/test/integration/targets/tags/test_template_role_tags.yml b/test/integration/targets/tags/test_template_role_tags.yml
new file mode 100644
index 00000000000..386255daad8
--- /dev/null
+++ b/test/integration/targets/tags/test_template_role_tags.yml
@@ -0,0 +1,7 @@
+- hosts: localhost
+  gather_facts: false
+  vars:
+    t: tag1
+  roles:
+    - name: a
+      tags: "{{ t }}"
diff --git a/test/units/playbook/test_taggable.py b/test/units/playbook/test_taggable.py
index 7076f98066d..fe713ba9533 100644
--- a/test/units/playbook/test_taggable.py
+++ b/test/units/playbook/test_taggable.py
@@ -29,6 +29,9 @@ class TaggableTestObj(Taggable):
         self.tags = []
         self._parent = None
 
+    def get_play(self):
+        return None
+
 
 class TestTaggable(unittest.TestCase):