The Centers for Disease Control in the USA and health officials in Bangladesh, Thailand, and Uruguay analysed 2009 data from a newly instituted survey, the Global Adult Tobacco Survey (GATS) to examine differences in tobacco use and awareness of tobacco marketing by sex. A wide variation among the 3 countries in tobacco use, product types used and marketing awareness among males and females was observed. In Bangladesh and Thailand, use of smoked tobacco products was far greater among males (44.7% and 45.6%, respectively) than females (1.5% and 3.1%, respectively). In Uruguay, the difference was smaller (30.7% versus 19.8%). Use of smokeless tobacco products in Bangladesh was approximately the same among males (26.4%) and females (27.9%), but females were significantly more likely to use smokeless tobacco in Thailand (6.3% versus 1.3%), and use in Uruguay by either sex was nearly non-existent. Males in Bangladesh were twice as likely as females to notice cigarette advertising (68.0% versus 29.3%), but the difference between males and females was smaller in Thailand (17.4% versus 14.5%) and Uruguay (49.0% versus 40.0%). In all 3 countries, awareness of tobacco marketing was more prevalent among females aged 15-24 years than older women. The importance of comprehensive bans on advertising, sponsorship, and promotion of tobacco products, recommended by the World Health Organization on reducing cigarette consumption is emphasized.