AUSTRALIA WILL become the first country to ban logos and distinctive branding on packets in a move to reduce cigarettes’ appeal to consumers.
“This plain packaging legislation . . . sends a clear message that the glamour is gone – cigarette packs will now only show the death and disease that can come from smoking,” said health minister Nicola Roxon.
The proposed packaging will be a uniform olive green colour, have no logos and carry images of the damage, such as diseased lungs and blinded eyes caused by smoking.
Brand names will be in a standard font and size.
Ms Roxon said the packaging has been consumer-tested on smokers and found to be the least appealing.
“We know tobacco companies spend millions and millions of dollars researching what their logos should look like, what colours they should use, if they emboss the packets or not,” said Ms Roxon.
“We’re taking all of that away because we want to make sure every last bit of glamour that there might be in smoking is removed.”
Prof Mike Daube, president of the Australian Council on Smoking and Health, said the changes would be a huge step forward. “It’s important not just here but internationally, because if this gets through in Australia, other countries are going to follow and that’s why the tobacco industry is so desperately worried . . . It is the only consumer product that kills half of its regular users when used precisely as intended.”
Australia’s biggest cigarette company, British American Tobacco Australia, said it would challenge the plain-packaging laws in court.
Company spokesman Scott McIntyre said the legislation would unfairly deprive tobacco companies of their intellectual property rights.
“Plain packaging will also make it easier to sell counterfeit cigarettes because fakes will be harder to spot.”
The changes are due to come into effect on January 1st, 2012. The government hopes the smoking rate will be down to 10 per cent by 2018.