To me this take is like smokers complaining that the evil government is forcing the good tobacco companies to degrade the experience by adding pictures of cancer patients on cigarette packs.
Not sure if much serious research has been put into it. I would be suspicious of it deterring them because a lot of initial smoking happens in social situations where friends pass out individual cigarettes.
By the time someone buys their own pack they are probably hooked.
I suspect the obscene taxes blocking out young folks is one of the most effective strategies
