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Experts say the findings highlight a need for governments to introduce more variety and novelty in their messaging if they want to encourage smokers to break the habit

The goal is to capture smokers who don't want to quit

This rule helped remove smaller 10-stick packs from legal retail sale

Regardless of the solutions, it is clear that cigarettes 39-year reign as the worlds number one litter item needs to come to an end

Gallaher, a subsidiary of the US tobacco firm American Brands, is big in the south, and produces the market- leaders Benson & Hedges (18 per cent) and Silk Cut (10 per cent), as well as others such as Park Drive and Berkeley