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A systematic review of these studies known as the Stirling Review concluded that: standardised packaging is less appealing than branded packaging graphic and text health warnings are more credible and memorable on standardised packaging than when juxtaposed with attractive branding whereas colours and descriptors on branded packaging confuse smokers into falsely perceiving some products as lighter and therefore healthier, products in standardised packages are more likely to be perceived as harmful An independent review of Standardised packaging of tobacco undertaken by Sir Cyril Chantler on behalf of the UK government also concluded that it is highly likely that standardised packaging would serve to reduce the rate of children taking up smoking

At best this is an innocent omission by the articles author

The transfer argument claimed that health care costs of treating smoking-related diseases was partly supported by non-smokers and, hence, amounted to a forced subsidy to smokers