Regulation of nicotine marketing products to be sold in plain packaging. Tobacco advertising on radio, television and billboards is illegal. In July 2009, in-store tobacco advertising and displays of tobacco were made illegal – Ireland being the first country in the EU (and third in the world, after Canada and Iceland) to do so. Ireland plans to adopt the Australian model of plain-packaged cigarettes which is due to begin in September 2017. The relevant EU directives banning tobacco advertising apply within the United Kingdom, in addition to UK laws restricting tobacco advertising. The first calls to restrict advertising came in 1962 from the Royal
Tobacco packaging warning messages subject to change as the Family Smoking Prevention and Tobacco Control Act of 2009 requires color graphics with supplemental text that depicts the negative consequences of smoking to cover 50 percent of the front and rear of each pack. The nine new graphic warning labels were announced by the FDA in June 2011 and were required to appear on packaging by September 2012, though this was delayed by legal challenges. In August 2011, five tobacco companies filed a lawsuit against the FDA in an effort to reverse the new warning mandate. Tobacco companies claimed that being required to promote government