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A year or so ago, when the makers of Old Gold ran some ads on the effect of coughing in theatres, I was grateful

As consumers become more health-conscious, there is a significant shift from traditional smoking to alternatives perceived as less harmful, such as e-cigarettes

"Ultimately, it's critical that we remain vigilant in protecting young people, including closely monitoring the use of authorized products," Crosby said in an emailed statement

The brand and variant names will be written in a standardised font, with the majority of the pack being taken up with the health warning, which will remain in colour

Australia and the UK have also implemented strict "Plain Packaging" laws