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A new study has criticised UK tobacco industry for introducing marketing tactics that target the poorest smokers, which researchers suggest are focused on undermining efforts to reduce smoking rates.

Despite overall smoking rates seeing a decline, thanks to new public health policies that includes standardised packaging and increased taxation, the tobacco industry has turned to “clever tactics” to keep smokers hooked. “Through sophisticated pricing strategies and clever tactics, such as price-marked packs and small pack sizes, the industry is thwarting a public health measure in order to keep smokers hooked on tobacco and their profits rolling in”.

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