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Penned by researchers from LUISS Business School and Deloitte in Italy, it analyses the effectiveness of plain packaging in France and the UK and, according to Euro Reporter , it comes to a sobering conclusion

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This includes communicating openly about the health effects of our products, continuing to support cessation efforts, helping reduce underage tobacco use and developing potentially reduced-risk products. In a statement to CNN, R.J

By 1990 this had fallen to just under a third

A new EU law called the Tobacco Products Directive will also see a number of other measures introduced from today