Standardized or Plain Packaging
What is Plain Packaging?
Standardized or plain packaging of tobacco products requires packaging to have a uniform, plain color and texture; mandates standard shape, size and materials of packs; and prohibits any branding, logos or other promotional elements on, inside or attached to packaging or on individual products. Aside from any mandatory health warnings and tax stamps, only the brand and product name, quantity of product, and contact details may appear on packaging in a standard typeface.
What is Plain Packaging?
Standardized or plain packaging of tobacco products requires packaging to have a uniform, plain color and texture; mandates standard shape, size and materials of packs; and prohibits any branding, logos or other promotional elements on, inside or attached to packaging or on individual products. Aside from any mandatory health warnings and tax stamps, only the brand and product name, quantity of product, and contact details may appear on packaging in a standard typeface.
Plain Packaging Around the World
The Guidelines for implementation of Articles 11 and 13 of the WHO Framework Convention on Tobacco Control (WHO FCTC) recommend that Parties consider adopting plain packaging. Since Australia first implemented plain packaging in 2012, 29 countries (as of 2025) from across all WHO Regions have adopted similar laws.
What are the goals of Plain Packaging?
As part of a comprehensive set of tobacco control measures to reduce tobacco use rates, laws that mandate standardized or plain packaging for tobacco products are intended to reduce the attractiveness and appeal of tobacco products to consumers, increase the noticeability and effectiveness of health warning labels, and reduce the ability of the tobacco product and its packaging to mislead consumers about the harms of tobacco use.
How has the tobacco industry responded to Plain Packaging?
The tobacco industry has unsuccessfully challenged laws in some countries introducing plain packaging. In Australia, the government won a constitutional challenge against its legislation. An international arbitration claim filed by Philip Morris alleged that Australia had breached a bilateral investment treaty with Hong Kong, but the tribunal threw the claim out. The WTO Appellate Body has also confirmed that Australia’s law is fully consistent with WTO agreements.
Plain packaging reduces the attractiveness of tobacco products. It kills the glamour, which is appropriate for a product that kills people. It restricts tobacco advertising and promotion. It limits misleading packaging and labeling. And it increases the effectiveness of health warnings.
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Last updated July 6, 2026