Setting the Standard for plain cigarette packaging

Support our campaign

Help standardise cigarette packaging and prevent young people from taking up smoking.

Make standard packs a reality

Soon  all MPs will have the chance to vote on standard cigarette packs. Ask your MP to turn up and back this important public health measure.

Email your MP

Campaign update

Thank you to everyone who has already supported our campaign for standard cigarette packs. Your action has made a huge difference! We can see the finish line, but our campaign isn’t won just yet.

Soon  all MPs will have the chance to vote on standardised packaging regulations – and we need your help to make sure they turn up and vote new laws through.

It only takes two minutes to email your MP. Help us protect future generations from tobacco marketing. If you’d also like to tweet your MP, you can easily do so through our new twitter tool.


With other forms of advertising closed to them, tobacco companies have invested a fortune in innovative packaging, creating ‘mobile billboards’ that appeal to young people. Two-thirds of smokers start before the age of 18, the beginning of an addiction that keeps them smoking into adulthood, where tobacco use kills one in two long-term users.

Our evidence shows that removing all branding and design from the packs makes cigarettes less attractive to both adults and children, increasing the prominence of health warnings on packs.

Every year the equivalent of 6,900 classrooms of 11-15 year olds start smoking in the UK. Addiction keeps them smoking into adulthood, where it then kills one in two long-term users.

Watch our film to see why we need to protect children from tobacco marketing.


Support for standard packs

In the UK, the campaign for standard packs has been supported by over 200,000 people – including 80,000 of our own supporters. It also has the backing of a coalition of over 250 health and wellbeing organisations, the Chief Medical Officer and the World Health Organization. 

In January 2015 figures released by Cancer Research UK show that the general public also back the measure. Nearly three quarters (72 per cent) of voters across the political spectrum (Conservative,75%; Labour, 75%; Lib Dem, 80%; UKIP, 64%) said they support standard packs, with only 15 per cent opposed (YouGov, 2015).

85% of all mothers and grandmothers with children under 18 years old believe children should not be exposed to any tobacco marketing (YouGov, 2013). 

As health is a devolved issue, Scotland, Wales and Northern Ireland have all passed ‘Legislative Consent Motions’ that would mean laws for standard packs could extend to all four nations, if the regulations are secured in Westminster.

What are plain, standard packs?

Plain standardised packaging means all cigarette and hand-rolling tobacco packaging will look the same. They will be packaged in a standard shape without branding, design or a logo:

  • Picture health warnings will remain
  • Brand names will be in standard type face, colour and size
  • The shape, colour and method of opening the packet will be standardised
  • The ‘duty paid’ stamp will remain with covert markings that show the pack is not counterfeit
  • Cigarette packs will also be standardised in size and colour


In December 2012, Australia became the first country in the world to introduce standard packs for cigarettes, and the results are encouraging. It’s time for the UK to follow their lead. Email your MP today.

Watch our video showing how tobacco companies have gone as far as local laws allow to recruit young people as smokers.

No children were smoking in this film. Find out how we made this film.

Have another spare minute?

Why not tweet your MP as well? This handy tool will pre-populate a tweet for you – all you need to do is put in your postcode.

Evidence and information

Our evidence shows that plain, standardised packaging will help reduce smoking rates. Get more information on why we're campaigning.

See our evidence

Cross Cancer Out

Take political action and accelerate progress in the fight against cancer. At election time we have a choice. We choose to cross cancer out.

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