Plain packaging is a form of marketing restriction that prohibits the use of logos, colours, brand images and promotional information on tobacco packaging. Under plain packaging regulations, the colour of the pack is uniform across different brands and varieties. Regulations may also standardize the size and shape of packages.
The goals of plain packaging are to:
- Reduce the appeal of tobacco products to consumers, particularly young people
- Increase the effectiveness of health warnings on the retail packaging of tobacco products
- Reduce the ability of the tobacco product and its packaging to mislead consumers about the harms of smoking
- Reduce smoking rates