This study is about a possible introduction of tobacco products retail display ban in Latvia. The aim of this research is to provide an actual assessment. To estimate the impact on smoking rates, one must take into account cigarette prices and other tobacco control measures. This is done by using a multiple regression technique. The model identifies the factors that determine cigarette consumption and tests the degree of influence of those factors. Numerous explanatory variables of cigarette consumption are explored but the only factors that are found to be significant in the econometric regression are: the price and the excise tax, income, smoking prevalence, illegal market and the retail display ban. The results show that by implementing the ban there is a risk that the budget revenues would not grow as planned because it will create additional costs for retailers and a fall in legal sales. An impact assessment on retailers was also carried out. The research suggests that tobacco products retail display ban is not the optimum tool for reducing smoking prevalence in Latvia.