Plain tobacco packaging an important role in encouraging young people to try cigarettes. First impressions in Australia indicated that smokers feel that cigarettes taste worse in plain packaging – an unexpected side effect. In addition, evidence from quantitative studies, qualitative research and the internal documents of the tobacco industry consistently identify packaging as an important part of tobacco promotion. Plain packaging can change people's attitudes towards smoking and may help reduce the prevalence of smoking, including among minors, and increase attempts to quit. Studies comparing existing branded cigarette packs with plain cardboard packs bearing the name and number of cigarettes in small standard
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