'In 25 years, I bet there'll be many products we'll be allowed to buy but not see advertised – the things the government will decide we shouldn't be consuming because of their impact on healthcare costs or the environment but that they can't muster the political will to ban outright. So, we'll end up with all sorts of products in plain packaging with the product name in a generic typeface – as the government is currently discussing for cigarettes.'
Davies elaborates on this somewhat radical idea. 'Society once did a deal accepting advertising because it seemed occasionally useful and interesting and because it paid for lots of journalism and entertainment. It's not necessarily going to pay for those things for much longer so we might start questioning whether we want to live in a Blade Runner world brought to us by Cillit Bang.'
Russell, Davies. (2011) The Guardian, [online], Available: http://www.guardian.co.uk/society/2011/jan/02/25-predictions-25-years [30 Jan 2013].