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They have more in back sometimes

Peter van den Driest, a local spokesperson for Philip Morris, had declared in 2018 that these machines did not measure actual exposure, but were "intended to make brands comparable when cigarettes are smoked identically" [2], which strongly resembles a pirouette since the nicotine, tar and CO contents reported on the packets are supposed to come from this measurement and inform smokers

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So although there's no evidence yet from Australia (where the legislation is now in place) to show whether plain packaging is working there, the studies that have been conducted to date certainly suggest that there might be a benefit in introducing it.