New Australian legislation, due to be phased-in over six months from January 2012, will force tobacco companies to use plain packaging.
IMAGES: How packets will look under 2012 regulations (photo: Reuters).
The tobacco giant Philip Morris has launched legal action against the Australian Government, arguing the move illegally diminishes the value of their trademarks.
“We would anticipate that the compensation would amount to billions.”
— ANNE EDWARDS, PHILIP MORRIS SPOKESWOMAN
Imperial Tobacco, a global company that produces brands like Davidoff and Gauloises, has created a large advertising campaign against the plain packaging law that features a stern, matronly figure who asks: “Do you really like living in a nanny state?” [read]