12. Because that is tiny compared to the insane taxes on them, AND
The marketing is directed at people who already smoke to get them to switch brands, just like car ads are aimed at people who want to buy a car or already have one (and not aimed at getting people to quit taking the bus or bike).
There are many products I don't use that advertise and it has no affect on me, but if I already used the product it might get me to try a variant of it.
So while it may not work to get new people, it may well work to shift funds from one tobacco company to another.
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