The Cancer Society is over the moon with the New Zealand government’s announcement today to introduce plain packaging for tobacco products. “The announcement is long-awaited by all tobacco control groups and something the Cancer Society has been campaigning for, for a long time,” said Skye Kimura, Tobacco Control Advisor for the Society.

“This is a major step. No longer will tobacco products be decorated with desirable colours and prominent branding – future plain packaging, with large graphic warnings, will depict the reality instead.”

“Our major aim in tobacco control is to protect our children. Tobacco companies will no longer be able to advertise on their products and build brand loyalty in future generations.”

New Zealand is set to become the second country to introduce plain packaging for tobacco after Australia introduced the measure late last year.

“This is another milestone in the journey to New Zealand being smoke-free by 2025. It shows the government’s commitment.”