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In 2010, Australia was the first nation to announce it would adopt tobacco plain packaging laws. Before this, Australian cigarette packs were required only to include a graphic health warning that covered 30 per cent of the front and 90 per cent of the back of the pack. The remaining 70 per cent of the front of the pack was fully utilised by the tobacco industry to entice new smokers, reassure continuing smokers and promote its brands. Under the new laws, cigarette packs would no longer be permitted to carry any branding or company logos (see Plate 13.1); all tobacco packaging must be a drab dark brown and the cigarette box must be constructed of rigid cardboard with no shiny finishes or any other embellishments. Plain packaging also requires that all packs display a large pictorial health warning on both the front (75 per cent of the surface) and the back (90 per cent of

Thinking outside the box: Tobacco plain packaging and the demise of smoking