Senate approval on 10 November means Australia is on track to become the world’s first country to mandate plain packaging. The legislation mandates a drab brown colour for all cigarette packages and will increase the size of warnings to cover most of both sides of the pack. Branding will be standardised.
Although the House of Representatives has already approved the measure, it will vote again on amendments including a new timetable for implementation and allowing rounded corners on the inside lip of cigarette packs.
“We know that packaging remains one of the last powerful marketing tools for tobacco companies,” Health Minister Nicola Roxon said in a statement.
Plain packaging bans the use of logos, brand imagery, symbols, other images, colours and promotional text on tobacco products and tobacco product packaging. The packaging must be a standard drab dark brown colour in matt finish. The brand and product name must be printed in a standard colour, position, font size and style, according to the ministry.
Graphic health warnings on tobacco products are being updated and expanded alongside the move to plain packaging. The graphic health warnings on cigarette packs will be expanded to cover 75 per cent of the front of packs, replacing the previous 30 per cent requirement. A commensurate increase will be made to health warning requirements on other tobacco products, the ministry said.
Meanwhile, BAT Australia said in a statement on 10 November that  it will challenge the legislation before the High Court. “BATA believes it is unconstitutional for the Federal Government to remove a legal company’s valuable property without compensation.” (pi)