J Padilla & N Watson (2008)

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A Critical Review Of The Literature On Generic Packaging For Cigarettes, commissioned for Phillip Morris International (PMI), by The Law and Economics Consulting Group(LECG) to review:

from a technical perspective, ten studies based on original empirical research on the issue of generic packaging of cigarettes. The selection of papers was based on a thorough review of documents discussing generic packaging as a tobacco control measure carried out by Shook Hardy & Bacon, a law firm commissioned by PMI. All of the surveys reviewed purported, at least in part, to view the impact of plain packaging would have on teenager's inclination to take up smoking.

In considering whether the conclusions of the studies, in general, were accurate, it was stated that

From our review of the studies, we conclude that they do not provide a reliable answer on the existence of a causal link between branded cigarette packaging and youth initiation to smoking. The reason is that they have limitations both in terms of the data analysis and data collection methods.5 These limitations are so fundamental that conclusions derived on the relationship between cigarette packaging and youth smoking are likely to be misleading.[Page 9]