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J PRIM HEALTH CARE 2019;11(4):311–314. doi:10.1071/HC19013 Received 12 February 2019 Accepted 30 September 2019 Published 24 October 2019 Dissuasive cigarettes attempt to de-normalise smoking by portraying cigarettes as a repellent product in counter advertising. Emerging research is developing an evidence base that suggests that dissuasive cigarettes may offer significant potential in combating smoking.Much of this research has been led by researchers in New Zealand, but further research has also been conducted in Norway and the United Kingdom.

Responding to health inequities in New Zealand: the potential of dissuasive cigarettes