According to the study “Making the Pack the Hero, Tobacco Industry Response to Marketing Restrictions in the UK” by Moodie & Hastings, tobacco-manufacturing companies have resorted to using cigarette packages as tools of promotion and advertisement. This assertion is quite accurate and it can be verified through simple observations. The use of cigarette packages for promotional purposes has been prompted by a lack of other avenues. The study’s discussion asserts that the current packaging trends are a result of the enactment of the Tobacco Advertising and Promotion Act (TAPA). One of the interesting points in this discussion is the fact that this trend had been predicted by marketing experts in the UK several years before this study was conducted. Therefore, the current problem should not come as a shock to stakeholders as most of them should be aware of this ‘new’ development. Moreover, the study notes that this issue was raised back in the mid-1990s. Consequently, the ‘newness’ of this development can be contested. The study’s discussion fails to mention other developments in the tobacco industry other than the evolution of packaging. The discussion should have touched on other aspects of the tobacco industry. For instance, the study should have covered the issue of financial constraints in the tobacco industry especially after the enactment of the TAPA. Covering broader aspects of the tobacco industry would ensure that the researchers’ findings are more balanced. For instance, the financial shock that was expected after the TAPA was enacted in 2005 is not referred to in the study’s discussion. After the ban on cigarette promotion and advertisement, the tobacco industry had to react to this shock. One of the industry’s reactions was turning to cigarette packaging for promotional purposes. In addition, the study does not quantify the shock that the TAPA brought to the tobacco industry in financial terms. The only figures that are quoted in the study’s discussion are the ones that track how using attractive packaging affects cigarette sales. The actions of the tobacco industry’s stakeholders are not given fair coverage by the researchers. For instance, cigarette manufacturing companies are part of an independent industry that directly or indirectly employs thousands of people across the UK. The stakeholders of this industry were tasked with absorbing the shock that resulted from enacting the TAPA. Including this aspect of the study in the discussion would have enriched the study by helping the readers to understand the actions of the cigarette manufacturers. Considering the marketing aspect of the tobacco industry is adequately covered in the study, it would have been prudent to include the financial performance aspect in the study also. According to the study’s conclusion, cigarette packs are a powerful tool in the promotion and advertisement of cigarettes. This conclusion highlights two aspects of the tobacco industry that were being investigated by this study. The first aspect is undermined government efforts. The government instituted the TAPA legislation with the view of eliminating tobacco advertising and promotion. However, the study reveals that cigarette packaging can achieve the same promotional gains that were achieved via adve