The current owner of Kent cigarettes is British American Tobacco. In 1992 they have signed a 10-year licensing agreement with HvL considering the production and marketing of the brand. Later BAT purchased HvL thus regaining all its stocks, equipment, personnel and of course all brands including Kent.
One of the strongest features of Kent advertisements of all times was the advanced filtering system. And modern days are no exception. Kent cigarettes are still positioned as mild and easy to smoke. It is now prohibited to state they are somewhat safer or less harmful than other cigarettes, but the connotation is the same: Wanna be safe – choose Kent.