This welcome judgment highlights that yet more of Japan Tobacco's claims are misleading. The tobacco industry has focused its opposition to plain, standardised packs on a claim the illicit trade would increase.
JTI's head of corporate affairs in the UK, Paul Williams said:
Whilst we will not publish the advertisement in question again, we disagree with those who appear to wish to close down this debate by challenging the semantics of our statements rather than the substance.
We will continue to express our concerns, as it is essential that common sense and sound evidence prevail.
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