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Public health researchers acknowledge this gap: the tax works best when neighboring states have comparable rates, and worst when dramatic tax differentials exist across short distances

Lorillard Tobacco Company Circa 1940s Philip Morris A Picture Perfect Life Mid-20th century Philip Morris cigarette advertisements reflected post-war optimism and domestic bliss

The strategic competition has developed positive marketplace activity and has increased consumer adoption across several global marketplaces

It can mount major advertising campaigns to warn about smoking

Currently, the total tax share in the retail price of cigarettes in Vietnam is only 36%, below the WHOs recommended 75% and lower than regional peers such as Thailand (78.6%), the Philippines (71.3%), and Singapore (67.5%).