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An independent review of the evidence by Sir Cyril Chantler found that branded packaging plays an important role in encouraging young people to smoke and in consolidating the habit. 51 Sir Cyril concluded that standardised packaging, in conjunction with the current tobacco control regime, is very likely to lead to a modest but important reduction over time on the uptake and prevalence of smoking and thus have a positive impact on public health . Initial evidence from Australia, the first country to introduce standardised packaging, suggested that it would contribute towards a reduction in smoking amongst adults

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The green, feel-good marketing of Natural American Spirit cigarettes may have led to the brand becoming the cigarette of choice for the modern day hipster