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Taxes and advertising restrictions may have contributed to a decline in the number of people using tobacco of 20 million over five years, but more investment is needed to persuade users to quit, says the WHO. [...] Luke Allen, a clinical research fellow at the London School of Hygiene and Tropical Medicine, UK, tells SciDev.Net that "implementation of effective tobacco policies is making the biggest contribution—think of taxes, plain packaging, advertising bans—along with shifting cultural values."