The top tobacco companies in the world are worried that if new regulations on plain packaging are implemented in Australia and Britain, they may spread to other markets with higher growth potential, affecting their future profits. Health advocates are pushing for cigarettes to be sold in plain packaging with standard fonts and graphic health warnings to deter young people from smoking. Australia aims to be the first country to require tobacco companies to sell cigarettes in plain, brand-free packaging by the end of the year, while Britain is considering a similar move. Analysts believe that if Australia is successful, other countries like Britain, Canada, and New Zealand may follow suit, causing concern for tobacco companies whose shares have been strong in 2012. Analyst Martin Deboo from Investec Securities expressed concern over the impact of high tobacco stock valuations and the potential spread of plain packaging regulations from Australia. The real threat to industry profits would be if plain packaging reaches emerging markets like Brazil, Russia, and Indonesia, slowing the transition of smokers to more expensive western brands like Marlboro, Lucky Strike, and Camel. Smokers in mature markets like Western Europe and North America are less likely to change brands due to habit, so changes in packaging are expected to have minimal impact on their choices. To counter falling smoking rates in mature markets, tobacco companies such as Philip Morris, British American Tobacco, Japan Tobacco, and Imperial Tobacco are focusing on growth in fast-growing emerging markets. The tobacco industry has experienced growth due to innovative packaging attracting consumers. If plain packaging rules are implemented, cigarette companies will struggle to promote more expensive products. The industry is opposing plain packaging legislation in Australia by taking the battle to the high court. Analysts believe other governments are closely watching Australia as a test case. Australia has strict anti-smoking regulations, leading to a decrease in adult smokers from 23% to 15% in the last decade. In comparison, around 22% of adults in Britain smoke, with the market slowly declining. Despite this, Britons still consume around 56 billion cigarettes annually, contributing to over 100,000 deaths per year and straining the public health system. Health Secretary Andrew Lansley has declared that his consultation process will last for 12 weeks until July 10, emphasizing that he remains unbiased in his decision-making.