Regarding the potential impact on smoking-related attitudes, beliefs, intentions and behaviour, findings are mixed but tend to support plain packaging having a deterrent effect on smoking, with younger people, non-smokers and less heavy smokers more likely to think that plain packs would discourage smoking initiation, encourage cessation or reduce consumption [10],[11]
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The survey, published online July 17 in Preventive Medicine , is the first to gauge the effect of such marketing on cigarette packaging, which is viewed about 20 times a day by the average pack-a-day smoker