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As with colors, these alternative descriptors continue the misperception of lower harm of certain cigarette brands, particularly among adolescents and young adults 4,5

Its director Simon Clark said: "Smoking rates among young teenagers were falling long before the display ban so it's hardly surprising that children's susceptibility to smoking continued to fall during and after the implementation of the ban because that was the long-term trend." He added: "We support reasonable measures that discourage children from smoking but hiding a legal consumer product infantilises everyone and sets an unwelcome precedent for other potentially harmful products."