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However, the survey also revealed that the likelihood of smokers believing that their tobacco product was more harmful than the previous year had decreased following the introduction of plain cigarette packs from 15% to 11%

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Its denormalising smoking

"It was a response to a public that was starting to worry about the health consequences of smoking." The ads hail from Stanford Research into the Impact of Tobacco Advertising, which Jackler founded in 2007 after his mother, a smoker, was diagnosed with lung cancer