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(SOUNDBITE OF SONG, "UNFORGETTABLE") NAT KING COLE: (Singing) Unforgettable

Although drug companies must adhere to marketing guidelines set by the Food and Drug Administration, they have carte blanche with the frequency of ads and the images and slogans used in the ads

Authorities say the move will make it easier to stop smugglers but it has been criticised by tobacconists and anti-smoking activists Before the EU limit was lifted, people were allowed just one large pack of cigarettes (200 cigarettes) each France - along with the rest of the European Union - has now lifted the limit on buying cigarette packets in other EU countries

"Introducing plain packaging just takes away the ability of a consumer to identify our brand from another brand and that's of value to us," Imperial Tobacco Australia spokeswoman Cathie Keogh told Australian Broadcasting Corp