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I’ve been following new proposed legislation in Australia that would limit tobacco companies’ design of cigarette packs in an attempt to make tobacco products less appealing. The legislation would force cigarette companies to sell their cigarettes in standardized drab packaging without logos (but with health warnings). The Australian government selected the olive-brown color design based on research that it is one of the least attractive colors; a similar unbranded box has been considered in the UK.

Philip Morris claims that the regulations would violate international trademark and intellectual property law as well as destroying brands that have been costly to build over 40+ years. Ouch.

I’ll be interested to see if the plain packaging really does anything to change behaviors (I can see it slowing new uptakes but existing tobacco patrons might not be swayed). Regardless, I do like the idea of the removal of branding as a weapon against marketers who seek to do harm.