4. Smoking is on the decline in high-income countries where the combination of higher life expectancy, edu- cation, income, and legal action has created a power- ful antismoking campaign. Global tobacco companies are shifting their focus from high-income to emerging markets where the combination of rising income and the absence of antismoking campaigns is leading to ever-increasing demand for cigarettes. Is this shift in focus by the global tobacco companies ethical? What, if anything, should residents in high-income countries about the rise in smoking in emerging markets?