Plain tobacco packaging that Australia's legal fees amounted to $39 million with Patrick saying that this showed the dangers of investor-state dispute settlement clauses allowing companies to sue governments in the Trans-Pacific Partnership. The World Health Organization applauded Australia’s law on plain packaging noting that “the legislation sets a new global standard for the control of a product that accounts for nearly 6 million deaths each year". The Cancer Council of Australia hailed the passing of the legislation, stating, "Documents obtained from the tobacco industry show how much the tobacco companies rely on pack design to attract new smokers...You only have to look
Plain tobacco packaging font, found plain packs to be significantly less attractive. Additionally, research in which young adults were instructed to use plain cigarette packs and subsequently asked about their feelings towards them confirmed findings that plain packaging increased negative perceptions and feelings about the pack and about smoking. Plain packs also increased behaviours such as hiding or covering the pack, smoking less around others, going without cigarettes and increased thinking about quitting. Almost half of the participants reported that plain packs had either increased the above behaviours or reduced consumption. Auction experiments indicated that a likely outcome of plain packaging would be