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You need to change all your artwork, all your equipment, retool all your machines, so obviously, it's very costly and a very complex operation." Gagnon contends that plain packaging doesn't work and boosts the illicit sale of tobacco products

In addition, those who used any tobacco product perceived ECs as less harmful compared to abstainers, with the belief that ECs have lower addiction potential and are safer than conventional cigarettes 80

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[176] The study suggested "that television increased the share of smokers in the population by 515 percentage points, generating roughly 11 million additional smokers between 1946 and 1970." [176] In the United States, a 2019 analysis by the Centers for Disease Control and Prevention of top-grossing films released during 20102018 found that, although the number of films with any tobacco imagery remained stable, the total number of tobacco incidents in those films increased by 57%, including a 120% increase in PG-13-rated movies