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In the present study, the use of a white background color for the plain packaging condition may offer a potential explanation for the finding that 46% of participants selecting the branded pack and 48% of participants selecting the plain pack when asked Which one would you buy if you were trying to reduce the risks to your health? Previous research has shown that plain packs are not perceived as less harmful when other colors, such as brown, are used as the standard background color

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Canada, for instance, has been using the same set of 16 health warnings on cigarette packages since 2012, said Ron Cunningham, policy analyst with the Canadian Cancer Society

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13 Supporters of an e-cigarette tax suggest that increasing the price would accomplish two goals: discouraging youth from using e-cigarettes and stopping them from smoking cigarettes in the future