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The World Trade Organization and Tobacco Plain Packaging: Is Packaging Adverting and Does It Influence Consumption?
內容大綱
This case has stimulated some of the most engaged discussions in my 25 years of case teaching. Students will embrace opposing sides in debating how much packaging versus other factors cause smoking behaviours: initiation, frequency, cessation, and relapse. Some students will argue passionately that removing any advertising and branding, especially that protected by international intellectual property laws (e.g., logos and trade dress), will have no effect and is largely punitive. The discussion can include whether consumers (in particular children and adolescents) have free will, more generally. The case is dense and packed with references given its legally sensitive nature, but this should not pose a barrier.