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This growth reflects BATs swift transition to a portfolio focused on non-combustible products, aligning with new consumer trends and regulatory changes

16 Abstract of Brand Logo Recognition by Children Aged 3 to 6 Years: Mickey Mouse and Old Joe Camel, Journal of the American Medical Association (December 1991)

Ollie Ganz et al., Regional Variations and Market Share of FDA-Authorised Products for Top-Selling Electronic Cigarette Brands in the USA: 20222024, Tobacco Control , April 22, 2025, Emma Rumney et al., How Middlemen Funnel Illegal Chinese Vapes into the United States, Reuters, June 23, 2025, Mark R

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Changing the Trajectory of the Global Tobacco Epidemic This year marks 60 years since the release of the first report of the U.S