Australia’s proposals on plain packaging set new global benchmark in anti-smoking efforts

Australia’s new anti-smoking draft bill, which proposes banning the use of trade marks, logos, and brand imagery on tobacco packaging, will set a new global benchmark for efforts to reduce the harmful effects of smoking if it becomes law, health experts say.

Nicola Roxon, Australia’s minister for health and ageing, said, “This plain packaging legislation is a world first and sends a clear message that the glamour is gone. Cigarette packs will now only show the death and disease that can come from smoking.”

Similarly, Andrew Pesce, president of the Australian Medical Association, welcomed the proposed draft Tobacco Plain Packaging Bill 2011 and said the plain packaging laws would put Australia ahead of the world in anti-smoking measures.

The Australian minister said the only thing to distinguish one brand from another will be the brand and product name in a standard colour, standard position, and standard font size and style.

The proposed measures will also increase the space allocated for graphic health warnings on the front of cigarette packaging from 30% to 75%.

Douglas Bettcher, director of the World Health Organization’s Tobacco Free Initiative, told the BMJ that Australia’s legislation on plain packaging, “Represents one of the greatest milestones in tobacco control and will set a new global standard of excellence in the relentless struggle against the predatory tobacco companies’ marketing strategies.”

A preventative health taskforce established by the Australian government found young adult smokers associate cigarette brand names and package design with positive personal characteristics, says a consultation paper on the draft bill. It also found that plain packaging would increase the salience of health warnings.

Dr Bettcher said that evidence from many countries suggests that warning labels can be effective in reducing consumption, provided they are large, prominent, and contain straight and specific factual information.

The International Chamber of Commerce, however, called on the Australian government to reject the proposed regulations.

Jean-Guy Carrier, secretary general of the chamber, said, in a letter to Australian Trade Minister Craig Emerson that the proposals create a dangerous precedent on the use of trademarks and other intellectual property in Australia and globally.

Australian health authorities say the proposed draft Tobacco Plain Packaging Bill 2011 is being introduced as a necessary measure to protect public health, and is consistent with the WHO’s global Framework Convention on Tobacco Control and with Australia’s obligations under international trade accords.

Ms Roxon said, “The chilling facts are that smoking still kills 15 000 Australians a year and costs our society (AUD)$31.5bn each year [£20bn; €23bn; $34bn].”

It is estimated that the prevalence of smoking among Australians aged 14 years and over has fallen from 31% in 1988 to 17% in 2007. Currently about three million Australians smoke.

The draft bill is now open to public consultations for 60 days. The government plans to introduce the bill in the (southern) winter 2011 Parliamentary sitting and for the legislation to be in place by 1 January 2012, with all tobacco products required to comply with the new laws within six months.

For further details on the proposed anti-smoking laws see: www.health.gov.au.