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In one confidential company memo, an Imperial Tobacco public relations executive wrote "the objective should be to mobilize huge numbers of people into some form of action so as to deluge the government with individual and collective expressions of protest." Back in 1994, RBH even considered getting ahead of the law by using plain packaging as a marketing tool

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Source: news.com.au However, the real concern about the effects of smoking are the hidden costs, including associated diseases such as pulmonary disease, chronic bronchitis and emphysema, heart disease and cancer, along with intangible costs, such as premature deaths and increased health risks, for family members due to secondhand smoke exposure