Australia's experiment with selling cigarettes in plain packaging has been a success, a study has claimed.
Standardised packaging makes tobacco products less appealing and encourages smokers to "prioritise quitting", according to research published in the British Medical Journal (BMJ).
In 2012, Australia became the first country in the world to insist that tobacco manufacturers sell their products in generic olive green boxes featuring large health warnings.
More than a quarter (26.2%) of plain packaging smokers said they were less satisfied by their cigarettes compared to 12 months previously, the Cancer Council Victoria-funded study found.
The findings could see mandatory plain packaging green-lighted in the UK, with the Government last month announcing that the decision would be postponed until ministers were able to scrutinise the results of the Australian scheme.
That announcement was met with fury by health campaigners, who accused tobacco firms of using brightly coloured packages to make their products enticing, particularly to children.
Number 10 has also been forced to deny rumours that the Tories' election strategist Lynton Crosby, whose lobbying firm works for tobacco giant Philip Morris, influenced the delay in introducing plain packaging.
Copyright Press Association 2013