Tobacco companies are concerned that if Australia and Britain implement new rules on plain packaging for cigarettes, it may lead to similar regulations in other markets, affecting their future profits. Health advocates are pushing for plain packaging with standard font 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 consulting on the issue. Analysts predict that if Australia is successful, other countries such as Britain, Canada, and New Zealand may follow suit, causing worry for tobacco companies whose shares have been performing well in 2012. Analyst Martin Deboo at Investec Securities expressed concern that with tobacco stocks at high valuations and fears of plain packaging spreading from Australia, the sentiment towards tobacco may become more skeptical. Analysts also warn that the real risk to industry profits from plain packaging would be if it spreads to emerging markets like Brazil, Russia, and Indonesia, where smokers are aspiring to western brands like Marlboro, Lucky Strike, and Camel. In mature markets like Western Europe and North America, where smokers are less likely to change brands, changes to packaging are expected to have a minimal impact on consumer choices. As smoking rates decline in these markets, major tobacco companies are turning to emerging markets for growth opportunities. Tobacco groups have seen growth with the help of new packaging designs that attract consumers. If plain packaging rules are implemented, it will be more difficult for cigarette companies to convince smokers to buy more expensive products. The industry is opposing the plain packaging legislation in Australia and has taken the battle to the high court. Analysts believe that other governments are closely watching Australia as a test case. Australia has strict anti-smoking regulations, including bans on tobacco advertising and smoking in public places. Only 15 percent of adults in Australia smoke, compared to 23 percent a decade ago. In Britain, around 22 percent of adults smoke, with the market slowly declining. Despite this decline, Britons still consume 56 billion cigarettes a year, leading to over 100,000 deaths annually and putting pressure on the public health system. 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 unbiased and open to various perspectives.