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To enhance the impact of the PHWs, the Government increased the number of PHWs from six to 12, increased the size of PHWs from 50% to 85% of the two largest surfaces, and mandated a health warning message (Quit smoking for future generations) and quitline number (1833183) on the PHWs in 2018

The release of the limited pack edition also coincided with a phase of higher purchasing from Europeans due to the conclusion of the Christmas and New Year period.

Australia was the first country to introduce plain packaging laws in 2011

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