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[ 9 ] For more information, review the following resources from the World Health Organization: Plain packaging of tobacco products: measures to decrease smoking initiation and increase cessation Plain packaging of tobacco products: Evidence, design and implementation A qualitative study with a group of diverse smokers found that the color of cigarettes packs was the most salient design element

Professor Gerard Hastings, Cancer Research UK's social marketing expert at the University of Stirling and one of the study authors, said: "Our research confirms previous studies that both the pack and the product are powerful marketing tools in the hands of the tobacco industry which it is using to recruit a new generation of smokers

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