Tobacco industry faces plain packaging regime in New Zealand this year

Proposals to take the gloss of tobacco packaging were unveiled by the New Zealand government Tuesday as part of its campaign to eradicate smoking by 2025.

Associate Health Minister Peseta Sam Lotu-Iiga released draft regulations that would take logos and other details off cigarette products.

"The design and appearance of cigarette packets are powerful marketing tools for vendors. The government is proposing to use the standard brown-green packaging which is similar to what is used in Australia," Lotu-Iiga said in a statement.

"We're proposing that mandatory health warnings will cover at least 75 percent of the front of the packs and all tobacco imagery will be removed. Brand names will be allowed but regulations will standardize how and where the printing is," he said.

"Twelve New Zealanders die prematurely every day from smoking related illnesses. Each of these deaths is preventable."

The Smokefree Environments (Tobacco Plain Packaging) Amendment Bill was expected to be passed this year.

The consultation period would end on July 29 and the regulations would only come into effect when the Bill was passed.

Australia's plain packaging regime has been in place since December 2012.

Lotu-Iiga said there was growing evidence showing plain packaging in Australia was working especially for young people, with statistics pointing to a 14.4-percent decline in tobacco sales since plain packaging was introduced.

Tobacco companies criticized the proposals and disputed evidence they would cut smoking rates, but health groups and anti- smoking campaigners have welcomed them.

The government is also ramping up tobacco taxes, which will raise the price of a packet of cigarettes by 50 percent over the next four years.