Campaigners claim a major blow has been dealt to the tobacco industry after a court backed the introduction of plain packaging for cigarettes.
The decision has been made in Australia – but the UK has faced significant lobbying from commercial interests against its own proposals for plain packaging.
Robin Hewings, of Cancer Research UK, said: "This is a humiliating blow for the tobacco companies who have been confidently claiming that plain packs are illegal. It follows defeats in the UK on vending machines and tobacco displays in shops."
And Peter Hollins, of the British Heart Foundation, said: “This decision should now be echoed around the globe to make it clear that plain packs protect, no matter what smoke and mirrors the tobacco industry employ.
“Australia can look forward to a future where the cigarette giants can’t entice young people to smoke, and so prevent the disease and death brought about by this lethal addiction. I hope the UK can soon boast of the same future.”
There was also jubilation at the World Health Organisation.
A spokesman said: "The industry’s attempt to derail this effective tobacco control measure failed. As of December 2012, Australia will be the first country to sell cigarettes in drab, olive-green packaging without branding.
"With Australia’s victory, public health enters a brave new world of tobacco control. Plain packaging is a highly effective way to counter industry’s ruthless marketing tactics."
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