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Plain packaging of tobacco products, also known as generic packaging, is a new tobacco control tool that is being considered by governments in Canada. Plain packaging legislation would require the removal of all attractive aspects of tobacco packaging and would standardise colour, brand name depiction, size, materials, and opening methods. Four empirical studies provide evidence that plain packaging would contribute to a decrease in the use of tobacco products. The many ways in which implementation of plain packaging would benefit tobacco control efforts are discussed, including reasons why consumption would decrease. Responses to the principal arguments put forth by the tobacco lobby against plain packaging are presented.
Tobacco Control © 1995 BMJ