Wakefield, Hayes, Durkin, and Borland (2013)
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A rather one-sided review of the Australian [plain packaging] experiment entitled Introduction effects of the Australian plain packaging policy on adult smokers: a cross-sectional study, notoriously used as proof of success in since one of its conclusions was
(smokerson plain packs) were more likely to have thought about quitting at least once a day in the past week (AdjOR=1.81, p=0.013) and to rate quitting as a higher priority in their lives (F=13.11, df=1, p<0.001).
Clearly, the implication that everyone who thinks about quitting, actually does, is nonsense.