The instore advertising of tobacco products is being stubbed out in Hertfordshire from today...
Supermarkets across England are now required by law to hide tobacco products from view.
The Government hopes that keeping them out of sight will help smokers kick the habit and deter young people from starting.
Critics have called measures pointless, as people will still know how to buy cigarettes.
But Michelle Constable from Herts stop smoking service told JACK fm research shows the marketing DOES make a big difference: "When tobacco companies make a change to the design of their packaging, sales of cigarettes do go up.
Once you take them out of view, that can only be a positive."
Hear more from Michelle on the audio player below...