The association between tobacco plain packaging and Quitline calls

In reply: We thank Magnusson for placing our study1 in the broader context of government involvement in public health initiatives. A key point that deserves further exploration is the role of governments around the world when novel legislative initiatives are introduced to improve the health of the population. Each government that introduces novel laws or regulations must also ensure that it has adequate resources to measure the impact of these measures. If this is not done, there is the risk of failing to fully quantify the impact of the new initiatives.