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From an image standpoint, the fit is good.24 The Marlboro Man's masculine image has been found to appeal along with F1 racing to young Japanese men, as also does the overlap between the health risks of smoking and motor racing.31 The tobacco industry has been both creative and active in addressing dark or restricted markets and has used dark market logos in those countries where tobacco promotion has been discouraged.2023 While Marlboro has made great use of the colour red, the literature shows that it is not alone in also making good use of focused equities such as colours and shapes.23 ,29 Product recall is aided by a distinctive race car livery ideally in the same colour as the product's packaging.67 F1 Racing magazine reported that internal research had shown that Marlboro's red barcode created a stronger association with consumers than even the previous plain white chevron taken to mean the Red Roof trademark.68 The establishment of this brand identity through colour probably also increases the impact of the same colours in more direct tobacco product branding, as in the use of colour on cigarette packs, which are themselves an important communication device acting as an advertising medium.69 Cigarette brands are also perceived to gain credibility by being linked to less contentious products.70 When the barcode graphic was removed from the Scuderia Ferrari Marlboro F1 cars in response to complaints in early 2010, a Ferrari team press statement is quoted to have said that, together with Philip Morris International we have decided to modify the livery of our cars starting with the Barcelona Grand Prix.71 If the barcode was purely innocent livery, as Ferrari claimed, it is not clear why Marlboro's parent company, Philip Morris, was involved in the decision to remove it

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However, the concept of partial restrictions is ambiguous, and it is difficult to measure and control for the variability in the degree of implementation and enforcement of such restrictions