At the University of Newcastle we have conducted studies of the impact of the plain cigarette packs on smokers’ ratings of appeal and perceptions of the product. We have found that plain packs are rated by long-term smokers as less appealing and attractive. The participants of our research also said that they had noticed deterioration in the quality of tobacco. They also reported that they now struggled to tell the difference between the tastes of different cigarette brands now that packs all looked the same.