Top tobacco companies are concerned that if Australia and Britain implement plain packaging rules for cigarettes, this trend may spread to other markets with higher growth potential, impacting their future profits. Health advocates are advocating for plain packaging with standard fonts and graphic health warnings to deter young people from smoking. Australia is set to enforce plain packaging by the end of the year, while Britain is currently discussing the issue. Analysts predict that if Australia succeeds, other countries like Britain, Canada, and New Zealand may follow suit, causing worry for tobacco companies whose stocks have been performing well in 2012. Analyst Martin Deboo from Investec Securities expressed concern about the potential impact of plain packaging on tobacco stocks, especially in emerging markets like Brazil, Russia, and Indonesia. He mentioned that the appeal of western cigarette brands, such as Marlboro and Lucky Strike, in these markets could be at risk if plain packaging regulations spread. However, analysts believe that smokers in mature markets like Western Europe and North America are less likely to switch brands due to packaging changes. Despite declining smoking rates in mature markets, the world's top tobacco companies are focusing on emerging markets for growth. Tobacco companies have seen growth due to creative packaging, but may struggle if plain packaging laws are implemented. The industry is fighting against this in Australia, where strict anti-smoking rules have reduced smoking rates. In Britain, smoking rates are higher and contribute to many deaths annually. Health Secretary Andrew Lansley has announced a consultation process that will last for 12 weeks until July 10. Lansley has emphasized that he is remaining open-minded throughout the process.