Under the legislation, companies have had to sell their cigarettes in a logo-free, drab dark brown packaging from 1 December 2012.[40] Government research found that a specific olive green colour, Pantone 448 C, was the least attractive colour, particularly for young people.[41][42] After concerns were expressed over the naming of the colour by the Australian Olive Association, the name was changed to drab dark brown.[43] With the plain packaging and tax increases[44] the Australian government aimed to bring down smoking rates from 16.6% in 2007 to less than 10% by 2018.[45] Statistics published in 2014 showed that the amount of excise and customs duty on cigarettes fell by 3.4% in Australia in 2013 compared to 2012 when plain packaging was introduced.[46][47] Some commentators referred to data provided by the tobacco industry and claimed that the tobacco sales volume had increased by 59 million sticks (individual cigarettes or their roll-your-own equivalents) during the same period.[48][49] According to Philip Morris International, 2013 saw a 0.3% increase in tobacco sales compared to 2012.[50][51] Other commentators however contradicted these claims based on data published by the Australian Bureau of Statistics in March 2014.[52][53][54] A study conducted by KPMG for three major cigarette manufacturers had found that illegal trade of drastically cheaper cigarettes had significantly increased,[55] but an article in The British Medical Journal refutes this.[56] After one year of plain cigarette packaging rule implementation, a special supplement to the British Medical Journal described that before plain packaging implementation 20% smokers want to quit, but after implementation 27% smokers want to quit.