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With global regulations evolving and health guidelines becoming stricter, packaging must be designed to meet legal standards while appealing to consumers

In September 2003, the EU's then-health and consumer-protection commissioner, Britain's David Byrne, said he was convinced that "an image really is worth more than a thousand words," and called for "innovative ways to illustrate the reality that half of smokers will die from illnesses related to their addiction." He argued that countries that were already using the images "had shown that this was an effective way to warn people." Eight years on, Byrne's call for innovation seems to have gone unheeded, say the advertising experts

doi:10.1136/bmj.332.7550.1142

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