[2] As of 2017[update], Winston has the seventh-highest U.S. market share (2 percent) of all cigarette brands, according to the Centers for Disease Control and Prevention and the Maxwell Report.

Winston then became the #2 cigarette, a position it continues to maintain today under ownership of Japan Tobacco outside of the U.S.[2][9] while the American version of the brand has faced steadily declining sales, dropping to sixth place by 2005 in the last national survey.

[11] This in turn led to a settlement with the Federal Trade Commission requiring Winston to clarify subsequent advertisements that the lack of additives did not result in a safer cigarette.

[14][15] On June 12, 2015, Reynolds American and Lorillard completed their merger and Winston officially fell under ownership of Imperial tobacco spinoff ITG brands.

These relatively expensively produced magazines were far more attractive to the tobacco advertisers than the cheap "Negro" daily newspapers of the pre-war era, with glossy pages and a far wider national distribution.

[32] In 1988, he publicly denounced the tobacco industry and joined the emerging anti-smoking movement after suffering health issues related to smoking.

[39] The August warning letter to ITG marked the first time the FDA had used its authority under a 2009 tobacco-control law to take action against a company for making "additive-free" ("No Bull" ad campaign) claims on product packaging.

[41] Winston cigarettes were or still are sold in the following countries: Iran, Canada, United States, Mexico, Chile, Peru, Argentina, Brazil, United Kingdom, Sweden, Denmark, Finland, Luxembourg, Belgium, the Netherlands, Germany, France, Switzerland, Austria, Portugal, Spain, Italy, Poland, Hungary, Iceland, Romania, Moldova, Croatia, Czech Republic, Slovakia, Slovenia, Serbia, Albania, Greece, Turkey, Armenia, Azerbaijan, Georgia, Estonia, Lithuania, Latvia, Belarus, Ukraine, Russia, Kazakhstan, Kyrgyzstan, Uzbekistan, Tunesia, South Africa, Israel, Lebanon, Jordan, Kuwait, Kosovo, Morocco, Myanmar, Vietnam, Egypt, Indonesia, Malaysia, Nepal, Norway, Cyprus, Singapore, Hong Kong, Japan, Taiwan, North Macedonia, the Philippines, Timor Leste, and Ethiopia.