A major tobacco-industry funded advertising blitz has backfired, with new research revealing the "It won't work, so why do it" campaign persuaded more people to support the plain packaging of cigarettes than oppose it.

The Cancer Council Victoria survey of 2,101 Victorians who recalled the ad campaign found has found that more than eight out of ten (86.2%) respondents said the ad didn't affect their view of plain packaging 8.4% of respondents said the ad actually increased their support of plain packaging.

Only 3.9% of respondents felt the ad reduced their support of plain packaging.

Additionally, just over half of those surveyed (56.5%) recognised the ads, under the moniker of the 'Alliance of Australian Retailers', were funded by the tobacco industry.

Quit Executive Director Fiona Sharkie said the study showed the public wasn't falling for the

industry's dirty tricks.

"The fact that more people actually supported plain packaging after seeing an ad that was

meant to turn them against it really shows how laughable this multi-million dollar campaign is. The public isn't buying it. Plain packaging will not cause mass job losses or make the jobs of

retailers incredibly hard. Research shows plain packaging will stop young people taking up

smoking. That's why it's being implemented and has the industry running scared," she said.

Ms Sharkie said although the public wasn't falling for the ads, it was concerning that just over

half of respondents knew the ads were funded by the tobacco industry.

"Alarmingly it's only a small majority of people who know who's behind this campaign, and

that's exactly what the tobacco-industry wants. It knows people don't trust it, but hope it will

trust this sham front group the 'Alliance of Australian Retailers'," Ms Sharkie said.

"It's vital more Australians realise who's orchestrating this campaign: it's not shopkeepers, but

big tobacco putting profits over saving lives."