Gruesome images of mouth tumours and gangrene: How every cigarette packet on sale in Australia will look from tomorrow
Law bans the use of logos, brand imagery, colours and promotional textAll tobacco packaging will be brown with the brand name barely visible
Graphic health warning will cover at least 85% of all tobacco packaging
11:03 GMT, 30 November 2012
Australia will tomorrow become the first country in the world to strip all tobacco products of branding – leaving just standardised packs covered with graphic health warnings.
The new law bans the use of logos, brand imagery, symbols, other images, colours and promotional text.
Cigarette packs and other tobacco products will now all be the same dark brown colour with the brand written in small simple text under a health warning covering at least 85 per cent of the packaging.
Graphic: Examples of the new packaging now mandatory for all cigarettes sold in Australia
Images of example cigarette packaging were today launched ahead of the law coming in tomorrow.
They show sufferers of tongue cancer, peripheral vascular disease and lung cancer.
It is the latest drastic measure to try and get smokers to give up in Australia which already has one of the world's lowest smoking rates.
The government hopes to deter young people from starting smoking with the new packaging after research found that if people have not started smoking by age 26, there is a 99 percent chance they will never take it up.
Federal Health Minister Tanya Plibersek said: 'Even from a very early age, you can see that kids understand the message that the tobacco company is trying to sell through their branding.'
Australia has banned TV advertising, sports sponsorship and demands sellers hide cigarettes from view.
Showing the risks: The new health warnings take up 85 per cent of a cigarette packet
Cigarette products can no longer show any type of company branding – including logos, symbols, images and colours
But some experts claim that companies can still advertise their products to a younger audience through online marketing.
Becky Freeman, a public health researcher at Sydney University, said: 'If you are a tobacco marketer and you've only got this small window left to promote your products, online is the compelling place for you to be in.
Ms Freeman noted an increase in 'average Joe' reviews of brands on social media sites such as Youtube, Twitter and Facebook.
She added: 'We have to ask, is that just a private citizen who really loves Marlboro cigarettes and they've gone to the trouble of making a video, or is there a marketing company involved'
The industry lobbied hard against the laws with tobacco firms claiming they would boost black market trade, leading to cheaper, more accessible cigarettes.
Spokesman for British American Tobacco Australia, Scott McIntyre, said: 'There will be serious unintended consequences from the legislation. Counterfeiters from China and Indonesia will bring lots more of these products down to sell on the streets of Australia.'