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The Problem

Impact on our business

Illicit trade in tobacco is a threat to our business and to the entire legal tobacco supply chain. At current volumes - 600 billion cigarettes – which is almost equal to the number of cigarettes sold legally in the European Union each year, legitimate businesses like ours, lose sales. If these volumes were to return to the legal market, it could be a source of significant growth for our business.

In addition, counterfeit versions of our brands mislead consumers into thinking they are getting genuine products, but they are actually buying products of inferior quality. This damages the reputation we’ve built as a company that produces quality products and undermines the value of our brands.