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1st September 2018, the health ministry said in a statement

Plain packaging reduces the attractiveness of tobacco products, said WHO Director-General Margaret Chan

The format will allow for a more customer-friendly shopping experience and in this prototype, the consumer will be able to and have faster, more convenient checkout, an attribute that is a high priority for our core consumer

Reduced social normalization of smoking By reducing the availability and prevalence of cigarette packs, smaller pack sizes may reduce the social normalization of smoking, making it less likely that smokers will see smoking as a normal or acceptable behavior