Behtr Pakistan

The Behtr Pakistan campaign was launched in 2021 and states that it aims “to create awareness about tax collection in Pakistan, identify effective solutions to enhance tax collection and make the country progress.” It represents itself as a “nationwide public service, national interest initiative.” Behtr Pakistan was created by Pakistan Tobacco Company Limited, a subsidiary of British American Tobacco. Its website states that increases in excise tax have resulted in an increase in illicit trade.