Philip Morris International (PMI) has decreased the price of its well-known Marlboro brand by 40% in Senegal in a move that has made many health representatives fuming and raised calls to make tobacco laws stricter. There was decided to decrease the price of Marlboro from 650 CFA francs to 400 CFA francs. “This decrease is inadmissible. Senegal is the only country in the globe where one can drop prices of smoking products and nothing will happen,” stated oncologist Abdou Aziz Kasse, the chief of the Senegalese League Against Tobacco.

PMI situated in Lausanne, Switzerland declared that the given move was directed at making the popular Marlboro cigaretttes competitive with other brands sold in the West African state. Tobacco products available at or under CAF 400 have been sold within many years, and even before the modification Marlboro accounted for the main part of all cigarettes sold in Senegal. “The advised retail price of Marlboro cigarettes was fitted to his level in order to make Marlboro more competitive,” the PMI representative stated in an interview.

For instance in France a pack of Marlboro of 20s can be bought for 5.70 euros ($7.40). As about US states the price of cigarettes varies greatly but usually a Marlboro pack is sold for $6. Listab, which controls 15 anti-smoking agencies, has stated it will call the government to compel the tobacco company to undo the decision. “Tobacco giants are losing the fight in the West due to severe anti smoking regulations,” Kasse said.

The main indignation was raised over other countries, including the United States where Philip Morris has its own headquarter. “Senegal is greatly affected by the highest smoking rates, with about one of every three adults and approximately 20 % of youth already smoking.” Senegal’s president Matthew L. Myers declared: “It is necessary that our government take action to oppose PMI’s price flim-flam by raising the taxes on smoking products. “Higher taxes are very effective in decreasing smoking use among teenagers and low-income smokers. Increased cigarette prices help to prevent young people from starting light up and also encourage smokers to quit their hazardous habit,” Myers said.

Marlboro appeared for the first time in 1924 and was advertised as woman’s cigarette, with the slogan Mild As May. These cigarettes hand a special filter with a printed red band in order to hide lipstick stains. Very soon it was advertised already as a macho cigarette with well-known image of Marlboro man - a rugged cowboy.

According to the estimates, Senegal’s tobacco market accounted for 81.6 million euros in 2010 and gained more than 48 million euros in revenue. Currently Listab plans to increase taxes on tobacco products by 50 %. “We will accelerate the process of passing the law against tobacco use,” Myers stated.

By Clark Moore, Staff Writer Copyright © 2011 Hot-Cigs.com All rights reserved.