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The Impact Assessment for the TPD states that some of the current packet shapes make it difficult to effectively display health warningsparticularly the case for very narrow (including lip-stick shaped) packets which distorts text and picture warnings.20 The Impact Assessment also describes superslims packaging as increasing appeal and reducing perceived harm in comparison to other brand variants.20 In this study, we explored perceptions of superslims packaging, including compact lipstick packs, in line with three potential impacts identified within the impact assessment of the TPD: appeal, harm perceptions and the seriousness of warning of health risks
As a Philip Morris executive said in an internal memo in 1966, the illusion of filtration is as important as the fact of filtration.[12] In 1976, Ernest Pepples, vice-president and General Counsel for Brown & Williamson, wrote that despite the industry claims made about filter cigarettes, in most cases, the smoker of a filter cigarette was getting as much or more nicotine and tar as he would have gotten from a regular cigarette.[13] At the same time, company lawyers were concerned about the reputation of their non-filter brands, which, by implication, were more dangerous
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