Australia's Gross-Out Cigarette Warnings - Businessweek Page 12 of 19 Remember when pack ofsnokes cue with ltzy loos, rich Sol sleeves, ad romance language about the pleasures within? The tre of lgaretie packs snow on deploy n Australia, and isnot aman. are, graphic images of gangrenous libs and caca Vitis, with brand names printed in “onfon fo on a ackground legally mandated as "érab dark brown.” “Tobcoo praducs complying with the world's Sistplain-packaging lows stared arising in Australia's stores around Oct. 1, when the county's S10 Dilton ($1037 ion tcbacco industry was ht wah ict costa on ow it package and sll igaetes. Similar regulars, backed by he World Ficalh Organization are being Weighed inthe UK., New Zealand, Tukey, andthe FU. “With so many cous lined up ride on Australia's coat, ‘wht we Hope tose is a domino effect forthe gpodof publ heal" Margaret Chan the WHO's director general, sid in asttres “New government standards stout the mgs and heath warning that must cover 7S percent ofthe font of cigar packs. Among then gang oot ntonpue cancer, atl stined with bloody urine, nde skeletal manned Bryan whois dying of lng cancer. Further warnings mus appear on he sides and ever 90 percent ofthe asi By requitng so mach of the packaging to dramatically show that stoking s hof, heh ofa are being hey can creme a reaer deverent han the Postage stamp, helveleted images that previously graced Ausvaban packs "The picture are becoming bigger, you can't igire i" ays As) ‘Athan, ngerng the tend of weigerete Curing break rom his jb as co-manager of Opera Convenience, asl store near Sydreys opera haus, ‘When se them sad, "Believe me, 1 wll do my best stop smoking "= “The fegstion, passed last December, als bans “decorative ridges, embossing bulges, or other regularities of shape of texture.” and even mandates the “npennce ofa ine's.No usdemarks may appew, end ll product names mst be man denial Lucida Sans font ona backround of grenist-rown ‘Panene 448C hue “Young people ae the ones mos affesed by Ue packaging and bythe advertising. and no parent wants thei lad tat smoking” Health Minster Taya Pbescksaidon local TV Re Photographs by Cala GigensBloombers(2) ‘Government inspecbes wil be cose scrutinizing packs over he next two mont, onthe Lookout for even smal deviations fom the slebook, sys Simon Crit, «spokesman for Pibersek. Healt officials ha already tammed the pacaging of some cigaete makers who tried pcos that weren't grisly ‘noogh shorty betoe the mpesiion of the new ules. "The mages tat hed uppeared on some of the pacls—graphic health warnings, photos of people ‘wih eugene —werentas sharp a ey ould have besn" Chie say. "The eds werent as reds they shoul be ” Mardatry picture warnings wete fst introduced in Canada in 2001-They now aye been old out in counties, including rail the Phiippines, ‘Tarey, end Una among te word's fop 10 ciate markets, according the Soutbeast Asia Tobacco Cont lance. Austal’s rollout is being vwtched boeane the baring of almst ll branding ace further than rules in cher nations. Similar regulations inthe US. have been stated bys federal ‘pels cur ring in ANB ‘The pacaging laws ae amang several measures including 925 percent tnx increas, intended cut the prevalence of smokers fom the caren 1S percent Of Aetna ta 10 petcen by 2018, Aboct 15 000 Australians die fem tohiceo-eled diseases annualy, wi social and economic corts of about ABZ billon« year, the goverment repos http://www. businessweek.comv/articles/2012-10-04/australias-gross-out-cigarette-warnings 10/8/2012Australia's Gross-Out Cigarette Warnings - Businessweek Page 13 of 19 ‘Th High Court of Australia in August dismissed claim by Brith American Tobacco (RTD, Philip Morris (0), Imperial Tobacco, and Japan Tobacco ‘Intemational ht the tw ilegally seizes ther intelectus property by banningthedisphy of trademars. Appeals have also been lodged by Honduras, ‘Unrsine, and the Daminican Republe atthe Weald Trade Organization, claiming te kw ret te tobacea trade (Cigareste makers ae right o fear te regulations, says David Hamzond, an expert in tobacco rues atthe Univesity of Wateloo in Canade “Once tobaco contol measures are esublished in one county, they spread” ‘The botom tne: Australia hasstarted repring plain packagig and graphic health wamings on produce produced by its $10 bilion tobacco Indu.