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In making this move, the makers of Marlborohave carried the fight directly into the enemys camp

Belgium introduced plain packaging requirements for cigarette papers on 1 June 2026

For David Hammond, a professor at the University of Waterloos school of public health, packaging bans "are just an extension" of previous regulations on advertising, "and in some ways theyre even more important, because the industry describes the pack as the absolute cornerstone of their brand imagery." Hammond points to lipstick packs as an example of gender-specific marketing

Critics argue that this does little to address the underlying issue of normalizing and glamorizing smoking for children