Plain packaging has also been referred to as generic or standardized packaging. Packages would be required to be identical in size, shape, colour, font style and size, and spatial arrangement, leaving only the name to identify the brand. The goal of plain packaging is to achieve the removal of the tobacco package as an alluring advertisement for the product. Plain packaging may, in fact be a misnomer. Whether simple or complicated, colourful or bland, it would be unappealing to consumers, and would provide accurate information about the product.
Packaging plays a central role in promoting the appeal of tobacco to first time users.
The tobacco package serves as a strong image identifier among youth. The cigarette package has greater importance in countries which have banned or curtailed tobacco advertising and promotional activities. Where advertising has been banned, the package serves as the sole promotional vehicle. Where promotion is still allowed, packaging is the crucial link between the advertisement and the consumer. Not surprisingly, tobacco companies have been extremely outspoken against plain packaging in jurisdictions where it has been considered.