t they are responsible, tobacco firms should realize that they can and should regulate the sale of cigarettes. To do that they should realize that this is also beneficial for them because most people are selfish and act only according to their best interest. Tobacco companies should feel that ethics are part of their corporate cultures if they want to continue being successful in the future the corporationsIn reality, tobacco firms actually have long run benefits from regulating the sale of cigarettes. More specifically, corporations nowadays have other concerns as well, except for making money. They are actually responsible to shareholders, employees, customers, communities and to society as a whole. In an era where consumer is aware of a company’s practice and citizens concerns lead to public attention and legislative proposals that affect marketing, corporations are obliged to be socially responsible and apply high standards of ethics, because their behavior will affect their reputation and the way people view what their offerings. Manufacturers’ unethical business practices are companies under attack, which risk tarnishing their reputation. As a result, companies recognizing the consumers’ right to information and protection, they should view and organize their marketing activities from the consumer’s point of view. This principle is according to consumer-oriented marketing, that is part of enlightened marketing. (Kotler, Armstrong, Saunders, Wong page 61)Citizens and governments are nowadays organized in environmental movements, concerned for the environment and for the maximization of life quality. As international trade barriers are reduced and global markets expand, environmental regulations will become uniform and stricter similar to the ones developed in North America and Western Europe. Therefore tobacco companies can not turn to less developed countries anymore, when regulations become tidier in more...