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But in the long term it will have much more widespread effects because by removing branding from packs, and the brand imagery and equity that goes with them, we will start to see adult smokers discouraged from the buying the product at all. He added: The value of these brands is perhaps evident in the fact that Imperial Tobacco paid 7bn for a package of brands of which Winston was a key player

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The company thought it was a "reasonable approach" to preventing teens from accessing tobacco products, said Michael Shannon, Vice President Communications and Policy at Reynolds American, a unit of BAT