Plain tobacco packaging companies have had to sell their cigarettes in a logo-free, drab dark brown packaging from 1 December 2012. Government research found that a specific olive green colour, Pantone 448 C, was the least attractive colour, particularly for young people. After concerns were expressed over the naming of the colour by the Australian Olive Association, the name was changed to drab dark brown. With the plain packaging and tax increases the Australian government aimed to bring down smoking rates from 16.6% in 2007 to less than 10% by 2018. Statistics published in 2014 showed that the amount of excise and customs
Tobacco Products Directive products containing nicotine and their packaging to be tamper proof and resistant to child tampering. The new regulation prohibited the use of certain ingredients that included taurine, colourings, and caffeine, the mandatory use of new labelling and health warning signs on the packaging. The new regulations require that the sale of all e-liquids and e-cigarettes should be done after notifying the Medicines and Healthcare Products Regulatory Agency (MHRA) for the case of the United Kingdom (UK). The TPD was implemented in the UK through the Tobacco and Related Products Regulations 2016 act that also defined producers of e-cigarettes. The definition