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What comes after standardised packaging for tobacco?

BMJ 2016; 353 doi: (Published 24 May 2016) Cite this as: BMJ 2016;353:i2935
  1. Nicholas S Hopkinson, reader in respiratory medicine
  1. NIHR Respiratory Biomedical Research Unit, Royal Brompton and Harefield NHS Foundation Trust, London SW3 6NP, UK
  1. n.hopkinson{at}

The industry should pay a levy to provide sustainable funding for tobacco control policies

The tobacco industry is on course to kill around one billion people in the 21st century,1 with a global social burden costing an estimated $2.1tr a year.2 Smoking related disease remains the number one cause of preventable deaths in the UK. The implementation of regulations for standardised packaging of tobacco products on 20 May in the UK and France, with Ireland soon to follow, therefore represents an important step forward for public health. These “plain packs” will be a drab brown colour, with product branding restricted to the name as text in a standard font. The revised EU Tobacco Products Directive, which is being implemented at the same time, contains additional requirements such as minimum pack sizes, larger combined picture and text health warnings to cover 65% of the front and the back of packets, and prohibition of characterising flavours, including menthol, from 2020. …

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