Philip Morris International Inc. has called for evidence-based regulation and predictable fiscal regimes to address the increasing threat of illicit trade in the EU. The company highlighted that excessive tobacco control policies might be pushing smokers towards the black market. In 2024, the consumption of illicit cigarettes in the EU reached 38.9 billion, the highest since 2015, resulting in a loss of €14.9 billion in tax revenues. PMI emphasized the need for balanced taxation, public-private collaboration, and enhanced law enforcement to counteract this issue. Additionally, a KPMG study commissioned by PMI reported a 20.2% increase in counterfeit cigarette consumption in the EU in 2024 compared to the previous year.
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