Research into plain packing of cigarettes is turning tobacco companies' arguments on their head.
Studies conducted by the University of Otago canvassed the public's view on plain packaging, and the effect cigarette advertising has on them.
Professor Janet Hoek, from Otago University's Marketing Department, says the findings are quite clear.
Sixty-nine percent of those surveyed supported plain packaging.
Janet Hoek says they also found packaging for cigarettes performed the same functions as advertising, and made the product seem desirable.