The case for plain packaging

Correspondence to : Ken Kyle, Canadian Cancer Society, 44 By Ward Market, Suite 230, Ottawa, Ontario, Canada, KIN 7A2 Abstract Plain packaging of tobacco products, also known as generic packaging, is a new tobacco control tool that is being con sidered by governments in Canada. Plain packaging legislation would require the removal of all attractive aspects of to bacco 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 de crease. Responses to the principal argu ments put forth by the tobacco lobby against plain packaging are presented.