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"It is already so cheap and easy for criminals to forge cigarette packs that plain packing could and would not make it any easier," says Charlie Edwards of RUSI, a think-tank.As for the illicit whites, which make up the bulk of the illegal market, it is unclear whether people who have got used to a particular brand will switch to such dodgy products.
Nonetheless, recent evidence from eye-tracking studies suggests that plain packing itself can increase visual attention towards warning information on cigarette packs.
They requested data from a group at the University of Stirling who were investigating the opinion of teenagers about plain packing.
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Last summer he appeared to think that plain packs would do nothing much to improve Britons' health.
Teenagers see plain packs as less attractive, and believe their cigarettes don't taste as good.
Crosby Textor in Australia was paid a retainer from BAT during the campaign against plain packs.
For teenagers, who are intensely brand-conscious, plain packs will certainly take some of the allure out of smoking.
Deborah Arnott, chief executive of health charity Ash, said the tobacco industry was desperate to derail the introduction of plain packs.
Burnham also asks Cameron to clarify what discussions, if any, he had with Crosby on plain packs.
The chief medical officer, Dame Sally Davies, supported plans to introduce plain packs within England's devolved health administration.
Industry figures argue that plain packs are easily forged, boosting the counterfeit trade.This is unlikely, largely because of the way the illicit cigarette market has evolved.
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