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Andrew Dixons blog Sex, Drugs & Politics sits somewhere in the middle: The tobacco companies are saying publicly that it wont work

[4] Reusable variants are also marketed

That leaves BOX, MICROSOFT, OVAL, and POST

Research to date has shown that plain packaging is successful in reducing the appeal of smoking through the replacement of brands and logos with health warnings on tobacco products, said Dr Cox

They found only a temporary decrease in the proportion of people reporting these misperceptions (e.g., light/mild), suggesting the systematic replacement of the terms with color differentials and alternative descriptors helped maintain misperceptions and that to eliminate such beliefs requires further regulation (Hammond, 2010)