Bans on tobacco advertising, promotion, sponsorship and open display in shops in the UK encouraged tobacco companies to make “the pack the hero”. So they opposed plain packaging and claimed there was no evidence it would reduce smoking. They also attempted to thwart the policy through lobbying and third-party interference, and unsubstantiated claims about the effect on price, businesses and illicit trade.

Following a review of the potential public health benefits, the government introduced a policy that made plain packaging [...]