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An experimental study conducted in France in 2011 showed that plain packs were perceived to be less attractive than ordinary packs, less likely to motivate young people to buy tobacco, and more likely to strengthen motivation to quit in smokers already motivated to some degree 31

Approximately 300,000 Canadians who smoked in 2023 quit in 2024

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So the internal foil layer serves both protective and marketing functions through high-fidelity printing opportunities unavailable otherwise

Professor Kevin Fenton, national director of health and wellbeing at PHE, said that standardised packs were a powerful measure that would help save lives