Plain tobacco packaging duty on cigarettes fell by 3.4% in Australia in 2013 compared to 2012 when plain packaging was introduced. Some commentators referred to data provided by the tobacco industry and claimed that the tobacco sales volume had increased by 59 million sticks (individual cigarettes or their roll-your-own equivalents) during the same period. According to Philip Morris International, 2013 saw a 0.3% increase in tobacco sales compared to 2012. Other commentators however contradicted these claims based on data published by the Australian Bureau of Statistics in March 2014. A study conducted by KPMG for three major cigarette manufacturers had found that illegal
Plain tobacco packaging font, found plain packs to be significantly less attractive. Additionally, research in which young adults were instructed to use plain cigarette packs and subsequently asked about their feelings towards them confirmed findings that plain packaging increased negative perceptions and feelings about the pack and about smoking. Plain packs also increased behaviours such as hiding or covering the pack, smoking less around others, going without cigarettes and increased thinking about quitting. Almost half of the participants reported that plain packs had either increased the above behaviours or reduced consumption. Auction experiments indicated that a likely outcome of plain packaging would be