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"I'll have a pack of 'Smoking kills', please". This is how European smokers will soon be ordering their cigarettes if the proposal to eliminate all logos and other distinctive identifying elements – except of course for the health warnings – from the labelling of cigarette packs is approved. "Brussels' vision: cigarettes without a brand", proclaims the front page of Lidové Noviny. Citing a source close to the Commission, the daily explains that if the new regulations take effect in five years, cigarette packs will sport little more than basic informative text.