The law change, which will be introduced later this year, will require all cigarette packs and tobacco pouches to carry graphic warnings and be stripped of branding, while tobacco brand names will have to be printed in standard font type and sizes.
Associate minister of health Tariana Turia said the move would be an effective means of reducing appeal of smoking and removing the impression that tobacco may be less harmful than it is.
Given that tobacco firms might mount legal challenges, the New Zealand Cabinet will wait for the outcome of legal cases in Australia before enforcing the laws.
Turia added: “While opinions were divided, with many smokers and tobacco retailers expressing opposition, overall the consultation process confirmed that plain packaging will be an effective means of reducing the appeal of smoking and removing the impression that tobacco may be less harmful than it is.
“The evidence from experimental studies, marketing experts and the tobacco industry’s own documents is overwhelming. We cannot continue to allow tobacco companies to use sophisticated packaging designs to promote their products as if they were ordinary everyday consumer goods.
“Currently the packaging does everything it can to attract consumers, and increase the perceived appeal and acceptability of smoking. The bright colours and other design elements divert people’s attention away from the health warnings which tell the truth about just how deathly dangerous smoking is.”
Turia said the move to plain packaging would make more explicit what tobacco is – a product that kills 5,000 New Zealanders each year.
