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3.2 Potential of introducing plain packaging in the Philippines Both non-smokers and smokers agreed that plain packaging has the potential to reduce the attractiveness and appeal of packs (64.7 and 71.3%), prevent advertisement and promotion of tobacco products (66.7 and 71.5%), reduce the ability of tobacco products to mislead consumers (65.1 and 73.4%), increase the noticeability and effectiveness of the pictorial health warnings (72.3 and 75.5%), increase recall of the pictorial health warnings (72.8 and 78%), affect consumer perceptions of the attractiveness of the tobacco products (67.6 and 74.9%) and their relative safety (67.7 and 73.1%), reduce youth experimentation with the use of tobacco products (64.8 and 72.8%), prevent the use of tobacco brand variants as a promotional tool (65.8 and 71.6%), prevent branding and glamorisation primarily targeted toward youth (68.4 and 74.4%), promote quitting among current users (65.2 and 68.1%), and to more clearly inform consumers about the harmful effects of tobacco use (76 and 80.2%)
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The cowboy remained central, but Marlboro expanded its cast of masculine figures to include athletes alongside its tattooed working men
