Plain-packaging hailed a success

Marketing experts warn the cigarette pack is the last option available to tobacco companies to attract smokers.

Gimmicks already in use or on the drawing board include glow-in-the-dark inks, cartons with circuit boards enabling scrolling messages (available in Asia now), fragrance-emitting packs (already patented by tobacco companies) and ultimately packs with digital connectivity via a smartphone.

In the introduction to a special supplement on plain packaging published by the BMJ’s Tobacco Control

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