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
Plain tobacco packaging been allowed for sale in New Zealand. In August 2012, it was believed that Norway began considering plain packaging. On the 31 May 2016 on World No Tobacco Day, the Health Minister Bent Høie announced the introduction of plain packaging to Norway by 2017. The plain packaging rule applies to snus as well as cigarettes. In December 2016, the Norwegian Parliament voted overwhelmingly in favour of implementing standardised packaging for tobacco products. The measure was introduced at the same time as the EU Tobacco Products Directive measures on packaging and labelling, taking effect on 1 July 2017. Retailers were given