As developing countries mature, smokers will become more aware of health risks associated with smoking.
Reporting financials in U.S dollars could reduce numbers during time of unfavorable currency swings. In
2009 unfavorable currency exchanges decreased revenue $2 billion from the previous year.
It is currently battling many court cases, which leaves constant uncertainty about future cash flows.
The perpetual increase in the health consciousness abroad is a detriment to the tobacco industry as a whole.