Plain tobacco packaging at how desperate the tobacco companies are to stop plain packaging, for confirmation that pack design is seen as critical to sales." The World Health Organization's director for the Western Pacific also congratulated Australia and stated that all countries and areas in the Western Pacific should follow Australia's good example. Speaking on Radio Australia, Don Rothwell, Professor of International Law at the Australian National University, noted that Philip Morris was pursuing multiple legal avenues. The Notice of Arbitration under the bilateral investment treaty between Hong Kong and Australia has a 90-day cooling off period after which the case would most
Plain tobacco packaging tobacco companies subsequently hired a public relations firm to oversee the campaign. In May 2011, British American Tobacco launched a media campaign suggesting that illicit trade and crime syndicates would benefit from plain packaging. BATA CEO David Crow threatened to lower cigarette prices in order to compete, which he claimed could result in higher levels of smoking amongst young people. Mr. Crow later commented he would tell his own children not to smoke cigarettes, because they are unhealthy. The BATA campaign is largely based on a report from Deloitte. Several of the claims contained in the report related to border