You're not supposed to talk about that! "If something we don't like happens we'll have to raise prices!" seems to be taken at face value all the time. It's true that in an idealised perfectly competitive market a measure which increases the costs of all producers equally will raise prices across the board, but this is absolutely not realistic.

As you say, the what really matters is (perceived) elasticity. If a company thought they could increase profit by increasing prices then they'd just do it. Conversely if they get fined or regulated or whatever but, as expected, it doesn't affect their elasticity curve then they'll leave prices where they are. If they were acting rationally it was already at the ideal point.