In December 2012, Australia became the first nation in the world to
require all tobacco products to be sold in standard 'plain' packs
under the leadership of the then Health Minister Nicola Roxon.
Tobacco companies have had global apoplexy about the law.
Humiliated in the Australian High Court with a six-one defeat,
their hopes now rest with deterring other nations from following
suit by pursuing international trade law action. With a combined 50
years of research and advocacy experience in tobacco control, Simon
Chapman and Becky Freeman set out the evidence for the importance
of plain packaging in striking at the heart of what remains of
tobacco advertising. They examine the history of the idea, the
tobacco industry's frantic efforts to derail it, and the early
evidence for its impact. Most importantly, they give tools to
policy makers in other countries wanting to make the best case for
plain packaging and to defend it from the inevitable attacks that
will follow.
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