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"We thought it was a real disaster," says Steve

Packet of 10 'Gold Flake' Cigarettes PART OF: Selection of Cigarette Packets maker: W D and H O Wills Limited Packet of 10 'Gold Flake' cigarettes by W D & H O Wills, England, 1920-1950 W D & H O Willis were one of a large number of cigarette and tobacco manufacturers based in England

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As a result, they have called for the introduction of a maximum price cap for cigarettes sold in the UK, which would limit tobacco companies' ability to fix prices and would help to cut smoking rates, according to a study from the university team