On 10 November, the Gillard Government’s tobacco plain packaging legislation was passed. This means from 1 December 2012 all tobacco products sold in Australia will be in brand-free, olive-brown casing.
Minister for Health and Ageing, Nicola Roxon, proudly announced, “Today, the Australian Senate passed one of the most significant public health measures in its history – legislation requiring the plain packaging of tobacco products,” “Plain packaging means that the glamour is gone from smoking and cigarettes are now exposed for what they are: killer products that destroy thousands of Australian families.”
In essence, the laws hope to expose how harmful tobacco can be to national health both short and long term, and ultimately hope to prevent youth from picking up the habit. The question remains, however, how successful are the laws going to be in terms of how they affect those already hooked?
Packaging remains one of the last powerful marketing tools for tobacco companies to sell their products – so what now for those ruling the smoking empire? British American Tobacco Australia is clearly unimpressed and ready for the fight. The company alleges they will start legal proceedings once plain packaging becomes law. According to British American Tobacco, it is illegitimate to strip bare packaging of trademark’s and colour branding under the premise of intellectual property infringement.
Despite legal threats by bitter tobacco companies, Ms Roxon stands her ground. “Let there be no mistake, big tobacco is fighting against the Government for one very simple reason – because it knows, as we do, that plain packaging will work. While it is fighting to protect its profits, we are fighting to protect lives,” she said, “The World Health organization has recognized Australia’s lead in tobacco control, singling out our plain packaging legislation as an example for the world to follow.”
Photo courtesy: Somandjinn