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The suspense remains steady throughout, thanks to the ever-present threat of violence and the unpredictable dystopian setting

According to Australian marketing research company GfK, the answer is Pantone 448C.2 Otherwise known as opaque couch, Pantone 448C is a swampy mud colour that market research participants associate with words like death, dirty, and tar, aligning perfectly with the reality of smoking

Our honest take is that the worst thing you can do is mask it

Related: Smoking rate halved in 50 years

This problem is particularly acute in the low-income countries where around 90% of the worlds tobacco is grown, as their less robust environmental regulations may permit the use of dangerous chemicals that are banned elsewhere