Influence of point-of-sale tobacco displays and plain black and white cigarette packaging and advertisements on adults: Evidence from a virtual store experimental study.

•Smokers in the display ban conditions were less likely to attempt to purchase cigarettes.•Smokers exposed to plain packs and ads were less likely to attempt to purchase cigarettes.•Recent quitters in the display ban conditions reported lower urge to smoke.•Enclosing the display had no significant influence on smokers’ urge to smoke.•Making the packs and ads plain had no significant influence on recent quitters’ urge to smoke.