The Australian Senate has passed laws that prohibit brand labels on cigarette packaging, marking the last significant hurdle before implementation.
This change eliminates brand colors and logos from cigarette packs.
Instead of traditional branding, cigarettes will be packaged in olive green cartons adorned with graphic images that highlight the dangers of smoking.
The legislation will now proceed to the lower house for a vote that is expected to be a mere formality, prior to its enforcement in December 2012.
While tobacco companies have expressed intentions to contest the law, the Australian government has stated it will remain resolute.
“We’re not going to be bullied into not taking this action just because tobacco companies say they might fight us in the courts,” Health Minister Nicola Roxon stated. “We’re prepared for that if they do pursue legal action.”
Australia is pioneering these types of regulations.
“This will provide our country with the best opportunity to achieve the lowest smoking rates, which will result in saving many lives and preventing families from experiencing the grief and pain associated with losing someone to a tobacco-related illness,” Ms. Roxon added.
As the legislation was amended in the Senate, it is required to return to the lower house in two weeks.
A representative from the tobacco industry cautioned that the government might need to allocate significant resources to address legal challenges regarding the new regulations.
