purchase. Market testing shows the influence of this dimension in shifting the consumer's choice when the same product displays in an alternative package. Studies also show how companies have manipulated a variety of elements in packs designs to communicate the impression of lower in tar or milder cigarettes, whereas the components were the same. Some countries require cigarette packs to contain warnings about health hazards. The United States was the first, later followed by other countries including Canada, most of Europe, Australia, Pakistan, India, Hong Kong, and Singapore. In 1985, Iceland became the first country to enforce graphic warnings on cigarette packaging. At the end of December 2010, new regulations from Ottawa increased the size of tobacco warnings to cover three-quarters of the cigarette package in Canada. As of November 2010, 39 countries have adopted similar legislation. In February 2011, the Canadian government passed regulations requiring cigarette packs to contain 12 new images to cover 75% of the outside panel and eight new health messages on the inside panel with full color. As of April 2011, Australian regulations require all packs to use a bland olive green that researchers determined to be the least attractive color, with 75% coverage on the front of the pack and all of the back consisting of graphic health warnings. The only feature that differentiates one brand from another is the product name in a standard color, position, font size, and style. Similar policies have since been adopted in France and the United Kingdom. In response to these regulations, Philip Morris International, Japan Tobacco Inc., British American Tobacco Plc., and Imperial Tobacco attempted to sue the Australian government. On August 15, 2012, the High Court of Australia dismissed the suit and made Australia the first country to introduce brand-free plain cigarette packaging with health warnings covering 90 and 70% of back and front packaging, respectively. This took effect on December 1, 2012. Environmental effects Cigarette filters are made up of thousands of polymer chains of cellulose acetate, which has the chemical structure shown to the right. Once discarded into the environment, the filters create a large waste problem. Cigarette filters are the most common form of litter in the world, as approximately 5.6 trillion cigarettes are smoked every year worldwide. Of those, an estimated 4.5 trillion cigarette filters become litter every year. To develop an idea of the waste weight amount produced a year the