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Even though there has been much debate over plain packaging in the tobacco industry, until now it has been isolated in the Australian market. With this new ruling in the UK and Ireland, we anticipate plain packaging legislation to pass in other major markets in the near future. By our estimate, plain packaging in Australia has cut down on smoking prevalence by 45% since its introduction to the market four years ago. This legislation will make the operating environment much more challenging for the tobacco industry moving forward. Watch the video for complete insights.