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Under the new rules health warnings will have to cover 65% of the front and back of cigarette packaging

Pro tip: start at the lowest setting and creep up one step at a time

Jodi Roth at the Retail Federation says it's a way to simplify things for businesses that are struggling

The first is to light something so that it catches fire and continues to combust until the fuel runs out, like a candle or a cigarette

Optimized Lighting The intuitive controls and variable color options make setting a bold, vibrant vibe for a party or warm, ambient glow for a relaxed atmosphere easy and fun

Cunningham has defended the usefulness of plain packaging in the past noting that if the tobacco industry really thought the regulations would be ineffective in reducing smoking rates, it wouldn't be fighting so aggressively to stop them