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The WHO estimates that, overall, the smoking rate for women in third world countries is around 7% compared with 48% of men. Not prices surprisingly, women and children are the main target for companies attempting to create new markets. Evidence shows that the companies are using promotional methods illegal in their own countries to target these prices groups. China is a particularly interesting case: smoking prevalence among women is among the lowest in the world, and among young women has fallen prices to just 1%60. For the tobacco companies, this probably represents the single largest marketing opportunity in the world. That marketing opportunity also represents the single largest threat to public health in the world.
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