More controversy over plain packaging for cigarettes

New Zealand is considering a switch to plain-pack cigarettes, covered in health warning labels, following other countries that have switched to make smoking less attractive, especially to underage and young smokers. England and Ireland have already decided to move to standardised plain-packs. Individual brands will be identifiable only by uniform printing on package tops and fronts--not by 'trade dress', meaning colorful graphics intended to reinforce brand differentiation and image. All packs will have to include specific health warnings about the dangers of smoking.

France expects to implement plain-packaging requirements before June, with the aim of reducing smoking rates. South Korea is watching world developments closely, not only because of the legal challenges from tobacco marketers but also to see whether smoking rates are actually affected by the switch to plain-pack cigarettes.

Some brand experts suggest finding other ways of addressing the public-health consequences of smoking, due to the economic impact of changes such as plain-pack regulations.

The issue is complicated because some tobacco marketers are using legal challenges to delay or derail plain packaging. Meanwhile, packaging businesses are receiving unusually high orders as retailers rush to stock up before any bans go into effect.