The rising popularity of cigarettes and the increased usage of tobacco among the general public were starting to pose immense health issues. To mitigate this crisis, the focus shifted to cigarette packaging.
In 2012, Australia became the first country to launch mandatory plain packaging laws for cigarettes. This move was made to specifically lessen its visual appeal and eliminate brand loyalty.
This article describes the main key requirements of cigarette packaging in australia. So, let's explore them in detail.
Australia's Tobacco Packaging Standards and Requirements
Standardized Packaging Look
The laws of Australia demand that the cigarette packages be generally uninviting. They are required to use Pantone 448C, a dirty brown color that has been studied extensively and chosen due to its unattractive appearance. The finish should be unstructured and plain matte, no gloss or foil. Embossing or other design elements should not be used. Promotional designs and logos are prohibited.
The aim is to eliminate every aesthetic element that can make tobacco products more appealing, and an ugly design would serve as a psychological repellent.
Graphic Health Warnings
The use of government-approved Health warning images is a must. These graphic images must be displayed clearly and prominently. The rules state that 75% of the front area and 90% of the back should be covered, along with one side of each pack.
Keep on rotating the pictures in the series over time so that the message to the consumers remains fresh and striking. The images should neither be distorted nor cropped for full impact. Last but not least, do not use any sealing or wrapping that could hide the health warnings.
Brand and Variant Names
The manufacturers are not allowed to do their branding as they please on the cigarette packages. The government has stated specific instructions about the branding and variant names.
First of all, the companies can put their brand names, but there is a strict placement rule.
Second, the font and style should be standardized and kept simple so as not to grab unnecessary attention.
Health Promotion Inserts Inside Packs
As of 2025, health promotion inserts must be included in the packs of cigarettes. The contents of these inserts should include encouraging messages and quitting tips. It should also include support services.
The inserts should be recyclable, a matt-finish material, and easy to remove by consumers. In flip-top packs, inserts are to be inserted right in front of the cigarettes or as instructed in pouches. Notably, inserts are not commercial at all. This means they cannot include advertising or other branding elements that could be used to promote anything.
On-Product Health Messages
One of the new requirements that should take effect is that health warning messages should be printed on the cigarette filters. Such messages must be placed on both sides of all cigarette filters so that they are clearly visible.
Such messages as Smoking kills and Tobacco causes cancer are examples of allowable messages that can be printed freely. The idea behind this is to constantly remind smokers of the dangers to health and deter the normalization of tobacco use.
Pack Structure and Features
The shape and size of packs are to be produced in a standardised and rigorously enforced manner. It must include only a few opening styles, including the flip-top box. Tear strips can only be permitted where they do not remove the warnings and graphics.
Labels may be attached with adhesives, but only those that are so sticky that they do not fall off. The packaging materials should permit the health warnings to be visible and readable at all times. Health warnings should also be in proper places and sizes on the front and back of carton packaging used in multipacks.
Legal Enforcement
The regulations under the Public Health Act 2023 and 2024 require full packaging compliance, with penalties applicable to non-compliant manufacturers and producers.
Designers and suppliers need to:
- Perform severe in-house testing
- Use acceptable warnings only
- Give comprehensive training to the entire staff
Failure to comply may bring major legal and financial risks to the supply chain, and this has necessitated vigilance.
Conclusion
The strict packaging regulations from Australia aim to achieve certain goals. The primary objective is to minimize the visual appeal of tobacco products and encourage customers to quit.
Australia, as a leader, has taken an active position on tobacco control, which will serve as a prime example to the rest of the world.
People involved in the process of Manufacturing (product and design), along with distribution, must be vigilant. By staying updated and complying with new legal provisions, they can prevent fines and product confiscation.