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However, this high-tax environment has not been without its challenges. The dramatic price gap between France and some of its neighbors has led to a rise in cross-border purchases and a persistent illicit market. In response, the French government has ramped up its “active awareness” campaigns and strengthened border surveillance. The goal is to ensure that the “light of truth” regarding the cost of smoking is not circumvented by cheaper, smuggled alternatives. For the French authorities, maintaining the integrity of the pricing system is as much a matter of national security as it is a matter of public health.
