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The New Zealand government said while existing measures like plain packaging and levies on sales had slowed tobacco consumption, the tougher steps were necessary to achieve its goal of less than 5 percent of the population smoking daily by 2025

The idea is simple: Discourage consumption Push manufacturers to rethink product size Influence choices without banning anything Cigarette companies are now taxed by a measuring tape, not marketing budgets

But, once this became too difficult to argue the public relations tactics of tobacco shifted to a "there is no definitive evidence" approach, until the government stepped in and put the official stamp on it

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