The leading tobacco companies around the world are concerned that if new regulations regarding plain packaging are implemented in Australia and Britain, they may also be enforced in other emerging markets, potentially affecting their future profits. Health advocates are advocating for cigarettes to be sold in plain packaging with standardized labeling and graphic health warnings in order to discourage young people from smoking. Australia is on track to be the first country to require tobacco companies to sell cigarettes in plain, unbranded packaging by the end of the year, while Britain is currently discussing this issue. Analysts predict that if Australia succeeds in this initiative, other countries such as Britain, Canada, and New Zealand may follow suit, causing alarm for tobacco companies who have seen strong stock performance in 2012. Analyst Martin Deboo from Investec Securities expressed concerns about the potential impact of high relative valuations and the spread of plain packaging regulations on tobacco stocks. Analysts warn that the real risk to industry profits would be if plain packaging regulations extend to emerging markets like Brazil, Russia, and Indonesia, slowing down the transition of smokers to more expensive and profitable cigarette brands. Smokers in these emerging markets aspire to Western brands like Marlboro, Lucky Strike, and Camel, which offer status and higher profits to cigarette makers compared to local brands. In contrast, smokers in mature markets like Western Europe and North America are less likely to change brands due to established habits. Despite falling smoking rates in mature markets, tobacco companies like Philip Morris, British American Tobacco, Japan Tobacco, and Imperial Tobacco are turning to emerging markets for growth opportunities. The tobacco industry has experienced growth due to innovative packaging attracting consumers, and if plain packaging regulations are implemented, cigarette companies will struggle to promote more expensive products. The industry is challenging proposed plain packaging laws in Australia, taking the battle to the high court and providing evidence over several days. Analysts believe tobacco groups are concerned that other governments may follow Australia's lead. Australia has strict anti-smoking regulations, including bans on advertising, smoking in public places, and displaying cigarettes in shops. Only 15 percent of adults smoke in Australia, compared to 23 percent a decade ago, while in Britain the figure is around 22 percent. Despite a slow decline in the British market, Britons still consume 56 billion cigarettes annually, leading to over 100,000 deaths and straining the public health system. Health Secretary Andrew Lansley has announced a 12-week consultation process that will run until July 10. Lansley has emphasized that he is remaining impartial and open-minded throughout the process.