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Munaf reckons if the likes of British American Tobacco, maker of Dunhill, Kent, Lucky Strike and Pall Mall, amongst others, were forced to standardise the colour and design of cigarette packaging with all branding removed apart from a standard typeface including the name, relevant legal markings, and health warnings it would boost the effectiveness of warnings

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Looking at the impact (i.e., the longer-term effects) of countering strategies, only a few studies outlined direct links between advocates countering actions and policy change: In one instance, a complaint led to a tightening of an advertising ban some years later [84]