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Its policy failure

According to Euromonitor International, Imperial held about 3% of the total global cigarette market in 2023, selling brands including Davidoff, Gauloises Blondes, JPS, West, Winston and more.** Although it has also entered into the novel product market, the company continues to profit almost entirely from cigarettesincluding its specialist brands that are geared toward specific consumer groups. In particular, Imperial has been called out for targeting women and girls in its marketing