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The importance of brand and variant names, the poetry on the package, is pronounced on plain packs, as they become key to differentiating products, enhancing appeal and influencing product perceptions.66 Some governments have recognised and anticipated this problem

Under the Tobacco Plain Packaging Act, all packs must follow these requirements: Drab dark brown colour with no branding Large graphic health warnings (front & back) No logos, no distinctive colours, no promotional text Standardised font size, style and placement These rules remove marketing influence at the point of sale and prevent Cigarette Brand Australia labels from being used as promotional tools

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E-cigarettes or vapes are not risk free but are far less harmful than cigarettes and there is growing evidence that they can help smokers to stop smoking [footnote 45] [footnote 46] [footnote 47]