Abstract
The prime focus of this paper is the tobacco industry, which incidentally has been facing problems owing to the numerous regulations imposed, especially in the European Union. The question in consideration here is how the tobacco industry can adapt its marketing strategies despite the restrictive European legislation? In the first part of this report, we will expose the European outlook of the tobacco consumption and the corresponding consequences followed by a brief summary of the European legislation and the disparities of its application across the member states. Finally, after taking all the major tobacco companies into consideration, we will evaluate the possibility of the tobacco industry to get around the European legislation and the strategies they decide to use.
