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Geoffrey Fong, a professor at the University of Waterloo who studies tobacco use and policies in Canada and around the world, said research has shown that graphic images lead to "significant increases in the effectiveness" of health warnings

The ruling was the full stop to a story that had its glamorous beginnings in the Mad Men era of the 1960s, when Hollywood made smoking fashionable, but which became ever darker as the tobacco industry connived to suppress evidence of the health risks posed by cigarettes, its role in smuggling its products around the world, how it routinely bribed governments and officials not to legislate against it and the way it identified developing countries as lucrative markets for exploitation

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They featured debutantes concerned about keeping their lipstick intact or doting housewives who craved the same cigarettes as their husbands