Plain tobacco packaging

Australian cigarette pack with health warning December 2012

Plain tobacco packaging, also known as generic, standardised or homogeneous packaging, is a public health policy that requires the removal of all branding (colours, imagery, corporate logos and trademarks), permitting manufacturers to print only the brand name in a mandated size, font and place on the pack, in addition to the health warnings and other legally mandated information such as toxic constituents and tax-paid stamps. The aim of plain packaging is to reduce the attractiveness of tobacco products, to increase the noticeability of health warnings, and to reduce the use of the packaging as a form of advertising and promotion.

Background

Tobacco use is one of the leading causes of preventable deaths globally. The World Health Organization (WHO) estimates that tobacco causes more than 8 million deaths per year around the world. Recognizing the role of packaging in promoting tobacco use, the WHO Framework Convention on Tobacco Control (FCTC) recommends plain packaging as a means to reduce the appeal of tobacco products, particularly among young people and non-smokers.

Implementation

The first country to implement plain tobacco packaging was Australia in December 2012, followed by several other countries including France, the United Kingdom, New Zealand, and Norway. The implementation of plain packaging involves specific regulations regarding the appearance of tobacco packs. These regulations typically include:

• Prohibition of logos, colours, brand images or promotional information on packaging except for the brand and product names displayed in a standard colour and font style.
• Standardisation of the packaging colour (usually a drab dark brown or olive green) to make tobacco products less appealing.
• Increase in the size of health warnings on the front and back of the tobacco product packaging.

Effectiveness

Research indicates that plain packaging can reduce the attractiveness of tobacco products among users and non-users, decrease tobacco consumption, and increase the effectiveness of health warnings on the packaging. Studies from countries that have implemented plain packaging show a decline in smoking prevalence. However, the tobacco industry and some trade organizations have argued that plain packaging infringes on intellectual property rights and may lead to an increase in the illicit trade of tobacco products.

Controversy and Legal Challenges

The introduction of plain packaging has faced significant opposition from the tobacco industry, which has launched legal challenges against governments implementing these measures. The main arguments include potential violations of intellectual property rights and international trade laws. However, the World Trade Organization (WTO) upheld Australia's plain packaging laws in 2018, setting a precedent that supports the legality of plain packaging under international trade agreements.

Conclusion

Plain tobacco packaging is a public health measure aimed at reducing the appeal of tobacco products, increasing the visibility of health warnings, and ultimately reducing tobacco consumption and its associated health risks. Despite legal challenges and opposition from the tobacco industry, evidence from countries that have implemented plain packaging demonstrates its effectiveness as part of comprehensive tobacco control efforts.