The federal health minister has slammed big tobacco’s “sick joke,” which has seen the first two companies rolling out the plain packaging for cigarettes in ways that do not comply with the new standards.
Imperial Tobacco has unveiled new packaging which shows the traditional Peter Stuyvesant logos and colours being torn away to reveal the new drab green colouring, which will become mandatory from next month.
It’s new packaging, which is essentially a new marketing campaign, aims to show consumers that while the appearance is changing, "it's what's on the inside that counts''.
"Soon no one will see Peter Stuyvesant on the outside but we don't care,” the company says in a leaflet advertising its packaging change to retailers.
“We're going plain early, because we know Peter Stuyvesant will continue to live on inside.”
But Health Minister Tanya Plibersek is not amused by the company’s ballsy move, or that of fellow tobacco giant Philip Morris, labelling them "the ultimate sick joke from Big Tobacco''.
“Diseased lungs, hearts and arteries are the reality of what is happening on the inside to a smoker,'' she said.
The government has also written to Philip Morris, warning that that the new plain packaging of its Bond Street cigarettes “heavily resembles the plain packaging requirements,’ but still needs improvement to comply with the new legislation.
"We note that if these products are sold, offered for sale or otherwise supplied after 1 December 2012 the packaging would not be compliant with the Act,” the health department stated.
''The breach of the act could possibly expose the company to massive fines of up to $1.1 million.
“The department takes issues with the use of the word `cigarettes' in small type on the side of the packet, it says the outer surfaces of the packet must have a "matt finish'' and warns the pack may not be the correct colour – Pantone 448C.”
The department has also referred the health warnings displayed on the packaging to the Australian Competition and Consumer Commission to determine whether they comply with regulations.
From 1 October, companies will be required to start including graphic health warnings across 75 per cent of the packaging, which will be required to be the specific drab green colour set out by the government.
As of 1 December, all cigarettes sold in Australia must be encased in plain packaging, or retailers risk hefty fines.
Major retailers are expecting to receive deliveries of the controversial new packs of Peter Stuyvesant and Bond Street cigarettes this week, and Plibersek has warned that the department will "be closely watching the new packages to ensure that they comply with the regulations because we know that Big Tobacco will use every trick in the book to try and get around the new requirements''.
"Where we identify any examples of possible non-compliance before the implementation dates we will be letting the companies know so they can rectify any issues,'' she said.
What’s your thoughts on the moves by the two companies? Do you agree with Plibersek that it’s a “sick joke,” or are these companies entitled to market their brands?