Recently a new government law concerning the look of a pack of cigarettes has been widely discussed among the Australians dwellers. The reason of it is the decision of the Australian highest court to upheld the law.

Thus, as it foresees a pack of cigarettes will be removed from the illustrations of any logos of tobacco companies. Instead of them it will bear graphic images warning of the diseases which may develop in the result of smoking. Besides, the cigarettes should be sold in olive green packs, no bright colors are allowed.

However, British American Tobacco manufacturers including Philip Morris have challenged the law stating that "it's still a bad law that will only benefit organised crime groups which sell illegal tobacco on our streets," (Scott McIntyre, spokesman for British American Tobacco (BAT) Australia.). He was supported by other tobacco representatives who added that the new law is unconstitutional and infringes their proper rights by forbidding to use their own brands and trademarks.

Despite the strict legislation the Australian consumers are still subjected to the so-called 'pro-smoking campaigns' through pro-smoking smartphone apps with global reach, shows a study from the University of Sydney. The situation is planned to be taken under control by the authorities of the country.

The new packaging law is going to be implemented from 1 December 2012. Authorities state that it will help to reduce the number of smokers in the country. Tobacco representatives are sure of the opposite effect, on the contrary. They claim that the new packaging will lead to the drastic cut in profits.

Till today Australia is the first and the only one country where the new rules on cigarettes are not only in process of active discussion but are going to come into force officially. Other countries such as New Zealand, UK, India and some states of the US were not involved in this process yet. However, they were watching thoroughly the situation. Finally the issue attracted the attention of lots of countries all over the world and became one of the most discussed topics today.