Setting the Standard

In March 2015, MPs voted in favour of plain, standard cigarette packs. It was huge victory for public health: giving millions of children one less reason to start smoking.

Why did we campaign on this issue?

Two-thirds of smokers start before the age of 18, the beginning of an addiction which will kill up to 2 in 3 long-term smokers. Tobacco companies invested a fortune in innovative packaging that appeals to young people.

Our evidence showed that removing all branding and design from the packs (making them a standard shape, size and colour) and increasing the prominence of health warnings would make cigarettes less attractive to both adults and children.

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