The message is clear – smoke if you can pay the price, not just metaphorically but literally as well. The authorities want to hike the price of cigarettes and clamp down on cigarette smoking. One of the steps presently under consideration Fairfax, Virginia is to price the packets at a whopping $20 for packs of 30s. There would be plain packaging and cautions on health would be displayed in large graphics – these would occupy 90% of the front and the complete rear portion. There would be bans on all promotional activities. The intention is to reduce smoking at all levels. The proposal has come as a shock to all manufacturers.