In Mexico, smoking is a public health problem that claims 43,000 lives each year and causes numerous non-communicable diseases. According to the National Survey on Drug, Alcohol, and Tobacco Consumption (ENCODAT), in 2017, 17.4 percent of the population aged 12 to 65 were smokers, and between 2011 and 2017, smoking increased particularly among 12 to 17-year-olds and women (Reynales et al., 2017). The best way to fight the smoking epidemic is by increasing excise taxes, raising cigarette retail prices, and making them less affordable. This would reduce cigarette consumption but also would increase revenue.