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Recognizing these risks, Canadian health authorities have invested in public awareness campaigns, smoking cessation programs, and support services to assist individuals in quitting smoking and leading healthier lives

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Studies show that about 90 percent of smokers and nonsmokers believe that cigarettes described as light or that have certain colors on the packages are less harmful even though all commercial cigarettes are equally lethal, said David Hammond, a health behavior researcher at the University of Waterloo in Canada

Research shows plain and standardized tobacco packaging reduces the appeal of tobacco products, particularly among youth. The packaging requirements are part of the Liberal governments tobacco strategy, which aims to cut smoking rates down to 5 per cent of the population by 2035

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