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In 2012, Australian health officials and market researchers were looking for the most unappealing color to use on plain cigarette packaging. After extensive studies with smokers, they concluded that Pantone 448 C Federal Government's cigarette plain packaging policy is helping the drop in smokers' numbers SEATCA Plain cigarette packaging a hit with anti smoking advocates, but debate about whether it works continues CBC News Cigarette plain packaging laws come into force in Australia Australia news The Guardian New Zealand to Propose Plain Cigarette Packs WSJ

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