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In 2016, the brand produced 46 billion cigarettes, making it the 12th best-selling international brand and the 4th largest for Philip Morris International

Regulatory frameworks in several markets are evolving, allowing controlled premium product marketing, which facilitates retail penetration and brand differentiation

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But manufacturers know full well that smokers cover the holes with their fingers and lips, and in practice the product is no less harmful or habit-forming

The disparities in tobacco use and its health consequences across different regions and social groups also became increasingly apparent in the 20th century