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Unlike the original Reverse design, which featured a two-layered headstock with a holly veneer, the new headstock was flat, like the bill of a platypus

5 PROMOTING CESSATION Encouraging patients to quit smoking is just a small part of health care providers responsibility to improve health

Professor Gerard Hastings, Cancer Research UK's social marketing expert at the University of Stirling and one of the study authors, said: "Our research confirms previous studies that both the pack and the product are powerful marketing tools in the hands of the tobacco industry which it is using to recruit a new generation of smokers