The World Bank has estimated that the global illicit cigarette market is worth as much as US$40 - US$50 billion annually, with Malaysia reportedly taking top honours. Aside from the loss to government coffers to the tune of RM5bn, should this industry which contributes to undeniable health risks be more regulated? We speak to Cormac O'Rourke, CEO of JTI Malaysia to find out more and also is the company losing market share to its competitors in this challenging operating environment.