40% cigarettes purchased outside the network: Seita’s disinformation campaign

April 11, 2024

Par: National Committee Against Smoking

Dernière mise à jour: April 11, 2024

Temps de lecture: 5 minutes

40% des cigarettes achetées hors-réseau : la campagne de désinformation de la Seita

In a press release, tobacco manufacturer Seita-Imperial Tobacco estimates that nearly 40% of cigarette packs are purchased outside the tobacconist network. This study, which has major weaknesses, is more in line with a support for disinformation and influence, particularly to block tax policies on tobacco products.

In its press release, the tobacco manufacturer establishes the levels of parallel markets at 39.8% of national consumption, including cross-border purchases, smuggling and even counterfeiting.

The opaque methodology of Seita

As the study is not available online, the press release provides a brief explanation of the methodology used. The study was therefore structured around the method of collecting empty packages in public spaces, in 126 cities in mainland France, covering 22% of the national population. According to the press release, the last collection campaign took place at the end of 2023.

Although it can indeed be used to assess the importance of the parallel market, the packet collection method nevertheless has a certain number of limits. First, the choice of dates and locations for collection can strongly determine the results obtained, and overestimate the levels of parallel markets. For example, holiday periods, or transit areas such as train stations, may be characterized by a higher proportion of packages purchased outside the tobacconist network, particularly due to tourism. On this point in particular, no precise data has been provided by the manufacturer. Furthermore, nothing is specified as to the method used to determine the nature of the packet. For example, the methodology used does not make it possible to distinguish between a package purchased legally or not abroad. Likewise, the tobacco company does not detail how the counterfeit packages were distinguished from contraband packages.

Results inconsistent with public health data

The results of the Seita study are not consistent with public health data, which are independent, robust, and established according to a transparent and proven methodology. Thus, the Public Health France survey “Places of purchasing tobacco in France in 2021”, questioning nearly 25,000 people, shows stability in the purchasing behavior of the French since at least 2014[1]. In this study, 79.2% of respondents indicated having purchased their last package from a tobacconist, in 2021. The majority of parallel markets consisted of purchases in neighboring countries (15%), followed by purchases in duty free (1.7%) and on the street (0.8%).

The study, however, estimates that its figures reflect the sharp increase in seizures by Customs. However, this data remains insufficient to reflect the evolution of parallel markets and illicit trade. Indeed, a report by Catherine Hill estimates that two-thirds of the seizures made are not intended for the French market, but are in transit to foreign countries, such as the United Kingdom.[2]. Furthermore, the quantity of seizures is strongly determined by the means made available to Customs, and the number of controls carried out.

Seita targets tax increases

Manufacturers regularly communicate on their studies devoted to parallel tobacco markets, which are systematically singled out for their weakness and methodological opacity, as well as for their overestimation of off-network purchases, both legal and illegal. These studies aim to establish a correlation between the implementation of public health policies and the increase in illicit trade, and thus to dissuade public decision-makers from implementing measures to combat smoking. First, these studies point to the responsibility of tobacco tax increases in the supposed explosion of parallel markets.

Thus, in its press release, Seita agrees with this, estimating that "as long as taxation is the only means used to reduce tobacco consumption, consumers will choose tax optimization by sourcing their supplies from outside of the network of tobacconists”. On its website, the manufacturer goes even further and calls for the establishment of a two-year tax moratorium, emphasizing that "the facts having demonstrated it, the increase in tobacco taxation does not encourage consumers to quit smoking but directs them towards other sources of supply”[3]. In reality, the effectiveness of tax increases in reducing smoking prevalence is the subject of a scientific consensus, on the basis of particularly abundant and consistent literature, including in France.

Keywords: Seita, Parallel markets, Taxes, Illicit trade, Smuggling, Counterfeiting

©Tobacco Free Generation

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[1] Public health France, Places to purchase tobacco in France in 2021: results of the French Public Health Barometer, 2022, (accessed 04/08/2024)

[2] [2] Catherine Hill, Impact of price increases on tobacco consumption, 2014, (accessed 04/08/2024)

[3] Seita, Illicit trade: how to act? (accessed 04/08/2024)

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