Alteration in the characteristics of plants and crops has traditionally been achieved by breeding techniques; however, recent developments in molecular biology now allow the introduction of specific, desirable traits into plants by direct genetic modification. Consumer products resulting from the process of genetic modification are already on the market in several countries in the form of foods, beverages and pharmaceuticals. However, despite the widespread use of tobacco as an experimental system for the study of the possibilities offered by gene modification, this process still has not been commercially exploited in tobacco plants. All new technologies have faced consumer resistance and the application of gene modification techniques are no exception. Public concern about the use of products resulting from genetic modification appears to focus on the possibility of further transfer of genetic material to the consumer, and this could impede the commercial success of such materials. Specific examples of these concerns related to products already on the market will be discussed. From these examples the emergence of the current system of registration for field trials and the fledgling regulation of genetically modified organisms can be traced. Education of both consumers and regulators appears to be a key element in the successful marketing of genetically modified products. The development of clear, unified guidelines, could play a major role in the successful marketing of genetically modified tobacco, and suggestions will be proposed.